30-second politics, 30 years too late: Political TV advertising in Swedish election campaigns, 2006–2018


  • Marie Grusell University of Gothenburg
  • Lars Nord Mid Sweden University




political advertising, television, Sweden, election campaigns, hybridization


Televised political advertising appears in very different national political communication contexts. Sweden is an interesting case study. For many years, political ads on TV were not allowed at all. However, with the transition from analog to digital terrestrial television the public service obligations of the “hybrid” channel TV4 were dismantled. In the 2010 national election campaign, all Swedish parliamentary parties bought advertising time on TV4. This article intends to shed new light on political TV ads as a new campaign feature in a rapidly transforming political communication environment. The study relates to the concept of hybridization of election campaigns and intends to increase knowledge about hybridization processes by focusing on a critical case where one of the most adopted campaign practices worldwide is finally implemented within a specific national context and deviating political culture.

Author Biographies

Marie Grusell, University of Gothenburg

Marie Grusell, Ph.D., is a university lecturer of media and communication at the University of Gothenburg and Associate Professor in Political Communication at Mid Sweden University. Her main research areas are social media, strategic political communication and advertising.

Lars Nord, Mid Sweden University

Lars Nord, Ph.D., is a Professor and Chair of Political Communication and Director of The Center for Study of Democracy and Communication at Mid Sweden University. His main research areas are election campaigns, political journalism and media policy.


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How to Cite

Grusell, M., & Nord, L. (2019). 30-second politics, 30 years too late: Political TV advertising in Swedish election campaigns, 2006–2018 . Central European Journal of Communication, 12(3(24), 282-298. https://doi.org/10.19195/1899-5101.12.3(24).1



Scientific Papers