ABSTRACT
When political communication is addressed in Sweden, both scholars and party representatives point out that journalist-controlled media is seen as the most important channel in election campaigning (Grusell & Nord, 2015; Johansson & Grusell, 2013; Peterson, Djerf-Pierre, Holmberg, Strömbäck, & Weibull, 2006; Strömbäck, 2016). Even if this is true, political advertising has played a significant role in Swedish election campaigns for more than 100 years and has, during the last decade, become more and more important, not at least due to the advent of televised political advertising and the growing importance of the Internet (Grusell & Nord, 2015; Johansson & Grusell, 2013; Strömbäck, 2016).
