Together, the companies are creating new opportunities for advertisers to reach broad audiences in premium environments – with a combined digital reach of nine out of ten people in Sweden.
“By consolidating the technology and advertising business with Schibsted, we can jointly create a stronger offering for the advertising market. When TV4’s strong digital brands become part of Schibsted’s portfolio, advertisers gain both greater reach and more high-quality environments for display and video. Together, we now reach nine out of ten Swedes, which provides a unique strength in the Swedish media landscape,” says Rikard Sjöberg, Sales Director at TV4.
Greate ropportunities
As part of this change, the advertising business is moving from an external partner to the joint structure between Schibsted and TV4. Going forward, Schibsted will be responsible for advertising technology and operational execution, while the sites will be integrated into Schibsted’s commercial offering within digital display and video.
“When we combine TV4’s strong digital brands with Schibsted’s total reach and advertising products, we create an even more attractive offering for the market. This gives advertisers greater opportunities to reach their target audiences in strong editorial environments,” says Joakim Flodin.
The collaboration makes it possible to package TV4’s digital environments together with Schibsted’s premium inventory, where Aftonbladet is a key component. For advertisers, this means greater flexibility and the ability to reach broad audiences through integrated campaigns.
“We see great opportunities in bringing display advertising back in-house and leveraging Schibsted’s sales power to further increase the value for advertisers who want to be visible on our platforms. When the inventory on TV4.se, Fotbollskanalen, and Köket.se is integrated with Schibsted’s advertising inventory, we also create an even stronger and more competitive product for the market,” says Rikard Sjöberg, Sales Director at TV4.
The integration is a first step in a broader effort to further develop the commercial collaboration between TV4 and Schibsted, with the ambition to create even stronger joint offerings going forward.
Sales of the new offering by Schibsted will begin on March 16, 2026. The first campaigns sold by Schibsted are planned to go live on May 4, 2026.
