On September 13, Sweden will hold its general election. Now, some of the most intense weeks of the campaign lie ahead—and the battle for voters’ attention is heating up. With Schibsted, political advertisers can reach 8 out of 10 Swedes through some of Sweden’s strongest media platforms and a variety of formats.
As the election approaches, interest in politics grows, as does the need to understand the issues that will determine the outcome. At Aftonbladet, Svenska Dagbladet, TV4, and Omni, editorial teams are ramping up their election coverage—while Schibsted’s broad range of offerings gives political advertisers the opportunity to reach different target audiences, interests, and geographic areas in the run-up to Election Day.
8 out of 10 Swedes Ahead of Election Day
Schibsted reaches a total of 9 out of 10 Swedes. Through our political advertising offerings, political actors can reach 8 out of 10—in some of Sweden’s most influential media environments and through formats such as display, video, native, and print.
Different messages require different formats. At Schibsted, you can combine multiple formats and media destinations in the same media plan.
Build reach with Schibsted Display. Capture attention with Schibsted Video. Give more space to topics that require explanation through Schibsted Native and Content Display. Or reach voters through Schibsted Print.
Through Schibsted’s various media platforms, the campaign can also reach different segments of the electorate—from broad audiences to younger and more specific target groups. With the ability to target specific geographic areas, the messaging can be tailored both nationally and locally, depending on where the voters you want to reach are located.
Whether your goal is broad reach, reaching a specific target audience, or giving more space to an important message, we'll help you find the right combination.
Safe and Transparent Political Advertising
Starting in October 2025, the EU’s Political Advertising Regulation (TTPA) will take effect, introducing new requirements regarding, among other things, transparency and the labeling of political advertisements.
Schibsted has an established solution that complies with the regulations. Political ads are reviewed by Ad Operations prior to publication and are clearly labeled as political advertisements.
Now it's time to secure the final stretch
Election Day is approaching. Whether your goal is to reach a broad audience, target a specific voter group, or give more attention to an important issue, we’ll help you find the right combination of media outlets and formats.
Reach Voters with Schibsted Ahead of September 13
Fill out the form below, and we'll tell you more about how you can run political ads with us.
Here's how our newsrooms are ramping up ahead of Election Day
Aftonbladet – Election Coverage for All of Sweden
Lotta Folcker
Publisher
Aftonbladet
“As the election approaches, we’re stepping up our efforts even further. Aftonbladet will be where the voters are and will highlight the issues that matter to people throughout Sweden. With a new election guide, new formats to reach younger audiences, and some of Sweden’s most prominent figures, we want to make it both easier and more engaging to follow and understand the election.”
The 2026 Election Compass
Aftonbladet’s election guide was developed in collaboration with the University of Gothenburg and has been given a more modern format this year, featuring short video explanations with pros and cons for all 30 questions.
Svenska Dagbladet – In-Depth Coverage and Understanding
Lisa Irenius
Publisher
SvD
“During an intense election campaign, we want to help our readers understand both what is happening and why. Through our political news desk, in-depth reporting, podcasts, and new services, we aim to provide our audience with the knowledge and perspectives they need to navigate the entire process leading up to Election Day.”
Politics
SvD praised the podcast. “Politiken” is also supplemented with special features during the election year—including breaking political news, interviews, and documentary-style storytelling.
Omni – Making Politics Understandable
Markus Gustafsson
Publisher
Omni
“As the news cycle becomes increasingly intense, we want to make it easy for people to stay informed and understand what’s actually at stake. Ahead of the election, we’re focusing extra attention on the issues, explanatory content, and young voters—so that more people can have a clearer picture as Election Day approaches.”
Omni: More Free Offers Until the Election
As the election enters its final stretch, Omni is making a major push in its political journalism and is opening Omni Mer for free to everyone until the election. The focus is on helping readers understand what lies behind political maneuvers and campaign promises, what the proposals might entail, and what actually distinguishes the parties’ platforms from one another.
tv4.se – fast, accessible, and in-depth
Fredrick Malmberg
Publisher
tv4.se
“Ahead of the election, we want to make it easy for our users to stay informed and understand the issues that will determine the outcome. With fast-paced news coverage, in-depth analysis, and services that help voters navigate the election, tv4.se aims to be the go-to destination all the way up to Election Day.”
Election Compass
On tv4.se, voters can take the “Valkompassen” quiz and compare their views with those of the political parties on 55 current political issues. For those who want a quicker option, there is also a shorter version with 15 questions.
