Industry

BBC Studios and Viaplay Group have announced the expansion of their advertising partnership to Sweden, bringing new opportunities to brands across the region. Starting 7th April 2025, advertisers will be able to access BBC Studios’ premium multi-genre channel, BBC Nordic, in Sweden through Viaplay Group, building on the successful collaboration already in place in Norway.

Widely distributed through all major operators in both Sweden and Norway, BBC Nordic offers a curated selection of high-quality factual, drama, and feel-good entertainment content. The channel has enjoyed remarkable success in Norway, with +21% growth in ratings, +24% increase in time spent viewing, and a +25% year-on-year increase in audience share. It currently ranks #3 among international channels in Norway, with a strong, balanced audience profile.

From April, BBC Nordic will be officially included in Viaplay Group Sweden’s linear channel portfolio, enhancing its reach and boosting commercial ratings for the local market. This move provides Swedish advertisers with their first opportunity to engage BBC Nordic’s growing and loyal viewership.
Bram Husken, SVP & GM Benelux & Nordics at BBC Studios, commented:“Extending our partnership with Viaplay Group in Sweden provides a premium environment for brands to sit alongside the broad, unmissable content offering available on the BBC Nordic channel. BBC Nordic has seen exceptional growth since launching in 2023, which is a testament to the breadth of inspiring stories, feel-good entertainment, and innovative content available on the channel.”

Sara Uddståhl, VP Free-TV Sweden at Viaplay Group, added:“BBC Nordic is a very appreciated addition to our channel portfolio. Its strong brand and high-quality content create a sought-after premium environment for advertising and fit perfectly within our offering. We’re excited to bring more reach and fresh ratings to our clients’ campaigns with the addition of BBC Nordic.”

Viaplay Group’s Swedish channel portfolio includes TV3, TV6, TV8, TV10, and the partner channel History. The inclusion of BBC Nordic further enhances its strength in delivering premium content across linear platforms.

Launched in 2023, BBC Nordic showcases the very best from the BBC, featuring iconic names like David Attenborough, Louis Theroux, and Graham Norton, alongside popular titles such as Where the Wild Men Are with Ben Fogle, Death in Paradise, Would I Lie To You, and QI.