The Media Barometer

Images of media and users of media
Images: Scandinav Bildbyrå


The Media Barometer [Mediebarometern] is an annual survey focusing on how the Swedish population uses media on traditional and digital platforms on an average day. The Media Barometer is conducted by Nordicom with support from the Swedish Ministry of Culture.

The Media Barometer survey was introduced in 1979 and has since been conducted every year; this makes the Media Barometer the oldest survey of its kind in the world. The survey is carried out online and by telephone and builds on answers from around 6,000 randomly selected respondents aged 9–85. The results from the Media Barometer are presented in reports and seminars, which are made freely available on Nordicom’s website.


The media day 2020: Daily reach for different media among the Swedish population aged 9–85 (per cent)

Figure: Daily reach for different media 2020

Source: The Media Barometer 2020 (Nordicom, University of Gothenburg).