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 1017 individuals who answered a web survey between February 8 and 14, 2012. The survey comprised 43 institutions/companies/media companies and political parties. The 2012 survey also included questions about to what extent some twenty professions as well as twenty individuals involved in Swedish media were trusted. Purpose: To study the trust that Swedish people have in social institutions, political parties, media, brands/companies, and leaders.