“More than half of all Canadians listen to music daily, read fiction several times a month or more and have visited a museum or art gallery in the last year. The numbers who go to concerts and plays are smaller, but when asked what kind of event they like to attend outside the home, 34 per cent of Canadians chose the arts while 29 per cent chose sports. That last stat contains a big message for business sponsors who sometimes prefer to lend their names to sporting events because they judge them to be more popular – and more populist.”