Photo: Matt Johnson/3DownNation. All rights reserved.
A new poll conducted by Manitoba-based market research firm Probe Research is shedding new light on fan reaction to the CFL’s rule change announcements for the 2026 and 2027 seasons.
In a random sampling of 1,230 Canadian adults conducted by online survey, as well as a supplemental survey of 448 Manitoba adults, the company found that 42 percent of those who identified as fans or who were aware of the rule changes agreed that they would watch less CFL football if the changes were implemented. That number rose to 58 percent among respondents who were considered engaged fans.
However, the results of the poll, which were first reported by Bartley Kives of CBC Winnipeg, appear to be fascinatingly inconsistent. 59 percent of the same pool of respondents agreed that the rule changes would make the CFL game more exciting, which suggests at least one percent of fans believe change will make the product better, but will still tune in less. 50 percent also said the CFL is currently less interesting than the NFL.
Overall, 42 percent of fans said they were at least partially in favour of the changes, compared to just 20 percent who stated they were opposed. 37 percent remain unsure of their stance.
Unsurprisingly, opposition to the changes was strongest in Manitoba and Saskatchewan, where 35 percent of respondents were opposed compared to 27 percent in favour. Ontario was the most supportive region at 49 percent, while Quebec had the smallest group in opposition at 12 percent.
Support varied based on which rule change was presented. The implementation of a 35-second play clock was the least controversial, with just 12 percent of fans stating they were against it. The elimination of the rouge after a kick out of the back of the end zone had the most vocal support, with 28 percent fully in favour of the change. 62 percent and 59 percent of fans, respectively, said they were either supportive or could live with those two alterations, while 55 percent said the same for the shortening of the end zones to 15 yards, and 54 percent were okay with the moving of the goal posts.
The most controversial change proposed is the shortening of the field from 110 yards to 100 in 2027, which 29 percent of respondents stated they were against. That number grew to 45 percent in Manitoba and Saskatchewan, despite the prairie provinces being in line with the rest of the country when it came to other changes. Still, 19 percent of fans surveyed were in favour of the shrinkage, and 34 percent said they could live with it.
The broadest consensus on any topic came on the subject of Americanization, with 64 percent stating that making the CFL more like its U.S. counterpart was the wrong move right now. However, there was no agreement on what that actually means, as 54 percent said they’d be supportive of or could live with the CFL moving to 11 players on the field, and 50 percent were okay with a narrowing of the field.
Both of those alterations had more opposition than the proposed rule changes — 29 percent and 32 percent, respectively — though a potential shift to four downs remains the most controversial, with 34 percent against and just 49 percent stating that they’d be okay with it. Opposition to any single proposal should be taken with a grain of salt, though, as 26 percent of respondents said they were against playing with a ball that is the same size as the NFL’s, which is something the CFL has already done for many years.
In general, young people aged 18 to 34 appear to be more in favour of American-style rule changes, including a whopping 34 percent who would support a shift to four downs. Older people, men, and those on the prairies remain more staunchly traditionalist.
While opinions on the changes varied widely and exhibited several inconsistencies, the overarching data shows why the CFL is willing to take such a big swing on changing the product. Of the original polling sample, just 11 percent identified as engaged CFL fans who go to games and watch on TV regularly, while 29 percent were casual or intermittent fans who watch the occasional game on TV and check scores. That reduced the number of people who were asked the rule change questions in this poll to just 586.
The league hopes that the changes will help freshen up the product and bring in new fans, but their attempt at a marketing splash hasn’t worked yet. Only 30 percent of the polling sample were aware that CFL had proposed any rule changes, meaning that even some fans weren’t paying attention when commissioner Stewart Johnston spoke.