Table 2.
Content of advertisements, total (N = 5810).
| TV3 | TV4 | Channel 5 | TV6 | ‘Seven’ | Channel 9 | |
|---|---|---|---|---|---|---|
| December 28–29 (Tuesday-Wednesday), 2017, 5.30 pm–5.30 pm | December 30–31 (Thursday-Friday), 2017, 6 pm–6 pm | December 29–30, 2017 (Wednesday-Thursday), 6 pm–6 pm | January 8–9 (Monday-Tuesday), 2018, 6 pm–6 pm | February 6–7 (Tuesday-Wednesday), 2018, 6 pm–6 pm | January 10–11 (Wednesday-Thursday), 2018, 6 pm–6 pm | |
| Audience of the channel (MMS; 2017); proportion reached daily in different groups | Men: 8% Women: 11% 15–24 yrs.: 4% 60 + years: 14% |
Men: 30% Women: 37% 15–24 yrs.: 11% 60 + years: 60% |
Men: 12% Women: 13% 15–24 yrs.: 5% 60 + years: 17% |
Men: 8% Women: 5% 15–24 yrs.: 3% 60 + years: 8% |
Men: 7% Women: 12% 15–24 yrs.: 2% 60 + years: 18% |
Men: 6% Women: 5% 15–24 yrs.: 2% 60 + years: 8% |
| Gambling | 20% (193) | 11% (106) | 23% (224) | 17% (167) | 8% (80) | 14% (121) |
| Loans or other financial services | 4% (42) | 7% (66) | 3% (33) | 8% (83) | 3% (27) | 3% (30) |
| TV programs or services | 17% (164) | 14% (142) | 19% (180) | 26% (256) | 24% (227) | 21% (188) |
| Alcohol, Swedish monopoly information | 1% (10) | 2% (19) | 0 | 0 | 0 | 0 |
| Alcohol, commercial | 0 | 0% (3) | 0 | 1% (7) | 0 | 1% (6) |
| Other products or services | 58% (570) | 67% (671) | 55% (532) | 49% (488) | 74% (710) | 61% (545) |
| Total | 100% (979) | 100% (1007) | 100% (969) | 100% (1001) | 100% (964) | 100% (890) |