Our media habits change during the summer. The pace slows down, the days get longer—and we turn to media that we can actually take the time to enjoy.
A podcast on a road trip. The newspaper on the pier. The magazine at the cabin.
For advertisers, this creates a unique opportunity to reach Norwegians during moments characterized by tranquility, intimacy, and high levels of attention.
Through Schibsted’s broad portfolio of popular podcast universes and premium print products, advertisers can reach audiences throughout the summer day—from morning coffee with *Aftenposten* and *VG Helg* to podcasts on car rides, walks, or late summer evenings at the cabin.
A podcast follows Norwegians throughout the summer.
The latest Podcast Report from 2026 shows that podcasts remain strong in the Nordic region, with 40–45% monthly reach in Norway, Sweden, and Denmark. Even though daily routines change during the summer, listening doesn’t disappear—it simply shifts to new situations.
Podcasts are a natural fit for summer life—on a road trip, at the cabin, on a walk, or during quiet vacation days.
For advertisers, this means high levels of attention, long listening times, and a strong connection between the listener and the content.
The genres that are particularly popular throughout the summer are:
- Humor
- Documentary
- True Crime
- Conversation Formats
Schibsted has several podcasts that are a perfect match for this summer's listening habits.
These podcasts will be releasing new episodes throughout the vacation, so there are great opportunities here for advertising that really makes an impact.
Ole Wold
Podcast producer at VGTV
“(…) When we tested posting episodes every week during the summer of 2025—episodes we’d recorded before going on vacation—about 60% of our listeners were still tuning in… That’s why we’ve concluded that it’s definitely worth publishing content during the summer. As someone who listens to a lot of podcasts myself, I can certainly agree with that. Having your favorite podcast playing while you’re lying on the beach is the icing on the cake.”
Summer is also peak season for print.
A slower pace of daily life leads many people to seek out more immersive media experiences. Summer is therefore a particularly strong season for print.
Print newspapers and magazines are often consumed in situations with fewer distractions and greater mental engagement—which creates better conditions for both journalism and advertising.
We are constantly working to further develop our print products and create more engaging reading experiences.
Aftenposten is now expanding Aftenposten Lørdag —with more content on culture, opinion pieces, profile interviews, and recommendations.
We are also developing our ad formats, including half-page spreads in *Aftenposten Lørdag* (pages 13–14).
This will be an exclusive format that attracts a lot of attention and has a strong visual presence in the newspaper.
Take advantage of the most powerful media mix this summer.
Print provides a physical presence and visual impact, while podcasts offer a sense of closeness, personality, and emotional connection.
Together, they create the summer’s most powerful media mix, giving advertisers the opportunity to build their brands in an environment characterized by trust, immersion, and quality time.
Please contact us if you'd like to be there on the beach, in the car, at the cabin, or around the customer's breakfast table this summer.
Please contact us if you're interested in advertising in print or on a podcast—or both!
