The Media Barometer 2016

SND-ID: snd1051-1. Version: 1.0. DOI:

Is part of collection at SND: Media barometer


Creator/Principal investigator(s)

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

Research principal

University of Gothenburg rorId


The first Media Barometer was conducted in 1979 and since then the survey has been carried out annually. The purpose is to explore how the Swedish population is using different media during an average day.


Describe the trends and changes in people's use of mass media.
Method and outcome

Unit of analysis


Individuals aged 9-79 years

Time Method

Sampling procedure

Data collection was performed for 63 randomly selected days during the periods from 3/2 to 15/6 and 6/8 to 15/12 2016. The selection of interview days was stratified to achieve a balance between the different days of the week, which means that the interviews were conducted on 9 over the year distributed Mondays, Tuesdays, Wednesdays, etc.
The sample consisted of a simple random sample of individuals of the Swedish population aged between 9 and 79 years. The sample was drawn from the SPAR population register and included 16 990 persons living in Sweden. Non-response consisted of set of sampling units without a telephone number, wrong numbers, outside the target group and out of town during the whole period, etc.,and in the result a net sample of 12 057 people was achieved. Of these, interviews were conducted with 6 002 people. This means that the survey has a response rate of 50 percent. The proportion of pronounced refusals was 27 percent, while the remaining nonresponse is made up of those not reached, short-term sick, etc.

Time period(s) investigated

2016 – 2016



Number of individuals/objects


Response rate/participation rate


Data format / data structure

Data collection
  • Mode of collection: Interview
  • Time period(s) for data collection: 2016-02-03 – 2016-12-15
  • Data collector: CMA Research
  • Source of the data: Population group
Geographic coverage

Geographic spread

Geographic location: Sweden

Administrative information
Topic and keywords

Research area

Society and culture (CESSDA Topic Classification)

Social sciences (Standard för svensk indelning av forskningsämnen 2011)

Media studies (Standard för svensk indelning av forskningsämnen 2011)

Media, communication and language (CESSDA Topic Classification)


Nordicom Sverige. 2017. Nordicom-Sveriges Mediebarometer 2016. Nordicom Sverige

If you have published anything based on these data, please notify us with a reference to your publication(s). If you are responsible for the catalogue entry, you can update the metadata/data description in DORIS.


Version 1.0. 2018-06-25

Version 1.0: 2018-06-25


Contact for questions about the data

Is part of collection at SND

Published: 2018-06-25
Last updated: 2019-02-06