The Media Barometer 2020

SND-ID: 2022-117-1. Version: 1. DOI:

Is part of collection at SND: Media barometer


Creator/Principal investigator(s)

Karin Hellingwerf-Björkqvist - University of Gothenburg

Jonas Ohlsson - University of Gothenburg, Nordicom

Research principal

University of Gothenburg - Nordicom - Nordic Information Centre for Media and Communication Research rorId


The Media Barometer has been conducted annually since 1979. Through 2018, the Media Barometer was conducted as a telephone-only survey. Since 2019, the results are based on answers collected via a combined web and telephone survey. Traditionally, the results referred to the Swedish population aged 9–79, but in 2020, the sample frame was expanded to ages 9–85.

Data contains personal data



Method and outcome

Unit of analysis


Individuals aged 9-85 years

Sampling procedure

Time period(s) investigated

2020-02-01 – 2020-12-15



Number of individuals/objects


Response rate/participation rate


21 percent of the gross sample. The survey is designed to be as representative as possible. This means that the sample size of some subgroups of the population has been scaled up, while others have been scaled down. The background factors that have been taken into account in the design of the quota sample are age, gender and county.

Data format / data structure

Data collection

Data collection 1

  • Mode of collection: Self-administered questionnaire: web based
  • Source of the data: Population group

Data collection 2

  • Mode of collection: Telephone interview
  • Description of the mode of collection: Telephone interviews (Questionnaire) - Follow-up with the help of telephone interviews to those who did not answer the survey on the web
  • Source of the data: Population group
Geographic coverage

Geographic spread

Geographic location: Sweden

Highest geographic unit


Administrative information

Responsible department/unit

Nordicom - Nordic Information Centre for Media and Communication Research

Commissioning organisation

Ministry of Culture


  • Funding agency: Ministry of Culture
Topic and keywords

Research area

Society and culture (CESSDA Topic Classification)

Media and communications (Standard för svensk indelning av forskningsämnen 2011)

Media studies (Standard för svensk indelning av forskningsämnen 2011)

Media (CESSDA Topic Classification)

Media, communication and language (CESSDA Topic Classification)


Nordicom Sverige. 2021. Mediebarometern 2020, Göteborg: Nordicom.
ISBN: 978-91-88855-48-0

Link to publication list:

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Version 1. 2022-12-07

Version 1: 2022-12-07


Is part of collection at SND

Published: 2022-12-07