Aftonbladet Radio is one of Schibsted’s biggest investments in audio and journalism in many years. The channel will broadcast live throughout the day, offering continuous updates across news, sport and entertainment. The ambition is to become the go-to choice for anyone who wants to stay informed – here and now.
There is currently no national commercial news radio channel in Sweden. Aftonbladet Radio fills that gap, establishing a new independent news source in a format that reaches people in their everyday lives – in the car, at work and at home.
Strong reach
Radio remains one of Sweden’s strongest reach media, connecting with audiences in moments where few other media are present. For advertisers, this means an opportunity to be part of a trusted environment with high daily engagement.
“This is a chance to be there from the very beginning of a new national news channel. We combine Aftonbladet’s journalism and credibility with radio’s reach and presence. That creates a powerful impact – both for brand building and business,” says Joakim Flodin, CEO of Schibsted Marketing Services.
Aftonbladet Radio combines live journalism with sport, entertainment, strong on-air personalities and music in a format that is currently missing from the commercial radio market. With a national FM channel, complemented by digital distribution, it creates a platform with broad reach and strong daily presence.
For advertisers, the offering includes:
- A new national reach medium
- An attractive target audience (25–55)
- A premium, news-driven context
- Audio packaging with Schibsted’s leading brands
Aftonbladet Radio is a natural extension of Aftonbladet’s journalism – bringing fast, relevant and engaging content into an audio format, making it more accessible in people’s everyday lives.
“With Aftonbladet Radio, we take what Aftonbladet already does best and make it available in more moments throughout the day. Our ambition is to keep listeners informed and give them something to talk about – combined with great entertainment and music,” says Lotta Folcker, Publisher at Aftonbladet.
Sales begin on 20 April and include national campaigns across FM/DAB and web radio, with the potential to develop the offering further over time. Aftonbladet Radio will launch in August 2026.
