Study title

Since 1997, MedieAkademin has carried out an annual survey titled The Institutional Trust. The survey has focused on major social institutions, such as the parliament, big business, the daily press, and TV/radio, as well as some specific companies such as Sveriges Television, TV4, IKEA, Skandia, and Volvo. The number of institutions included has varied somewhat over the years. Some of the institutions and companies have been measured every year while others have been investigated more irregularly. The survey was carried out by TNS Sifo and involved 1220 individuals who answered a web survey between February 7 and 17, 2013. The survey comprised 60 institutions/companies/media companies and political parties. The 2013 survey also included questions about the most valued individuals of the Swedish media landscape. Purpose: To study the trust that Swedish people have in social institutions, political parties, media, brands/companies, and leaders.