Current Events

Survey Finds Blacks Overrepresented in TV Advertising


At over a quarter of its 10-million-strong population, Sweden has the highest percentage of people with an immigrant background in entire Scandinavia, which fuels an endless media debate on inclusion, representation and bias.

In Sweden as elsewhere in the EU and UK, a new study proves that Africans are greatly over-represented compared to other groups on Press and television.

According to the study, called ’Who can be seen on the air in colour-blind Sweden?’ by the Institute for Media Studies, blacks are visible to a far greater extent than their real share in the Swedish population in the prime time study on SVT1 and TV4, the country’s most-seen channels.

In TV commercials, as many as 2 or often in ten faces is black, whereas the assumed proportion of blacks in the Swedish population is approximately 3-4 per cent. While Africans are over-represented, other groups are closer to their population shares.

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Furthermore, when it comes to the media companies themselves, the much-praised and sought-after diversity is conspicuously absent and hypocritical.

Having examined the ten largest media groups’ top leadership, boards and CEOs, the researchers found that very few of them actually are foreign-born or have a foreign background if one includes dual-passport holding Israelis. Only a single board member was born outside Europe, whereas of the many Swedish-born executives, only a single person had two foreign-born parents, the study underlined.

‘We think these results in the TV survey are interesting. But they were rejected when SVT and Swedish Radio interviewed us about the matter. There, it was only said that whites are most common, which is almost a matter of course in a country where so where three out of four are white. The fact that blacks are seen so often is probably because they are more interesting for the audience,’ they wrote in their opinion piece in the trade newspaper Dagens Media. ‘This is exciting, and likely quite typical of the Swedish discussion about representation for minorities,’ they concluded.


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According to previous research by the same crew, about a quarter of commercials had at least one non-white person in them. At 25.9 per cent, Sweden has the highest percentage of people with an immigrant background in all of Scandinavia, which is a perennial source of media debate about inclusion, representation and bias.

In the words of Institute for Media Studies director Lars Truedson, ‘This area is hotly debated, full of conflicts and almost void of current media research and political proposals.’

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3 replies »

  1. Wonderful words in your video piece at the end of the article, Michael. Very powerful. It is indeed 5 minutes before midnight. I pray our people will turn this around yet. The alternative is unfathomable.


  2. Same in America. Blacks are only 10% of the US population, yet way over represented in every ad and entertainment agenda. Besides, all the ads and movies make whites look stupid and evil while making blacks look intelligent and moral. That’s done deliberately, too.

    Liked by 1 person

  3. It has become a Joke and people are talking about this everywhere. There are different ethnicities who marry whites but i don’t know of Any ???? It is just not how its advertised . It has gone way too far. So no WHITES ALLOWED on their own or white couples anywhere on tv. It IS NOT NORMALISED like they want it to be . ? Almost unbelievable even in Films there has to be a White Man and Black Woman . ?????

    Liked by 1 person

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