Channel 4 offers carbon tracking for TV ads

Channel 4 Sales has introduced a tool that enables advertisers to measure the carbon emissions of their campaigns on linear television. The development builds on its existing capability for digital campaigns, launched earlier this year.

With this addition, Channel 4 becomes the first UK broadcaster to provide advertisers with emissions data across its entire advertising portfolio. The initiative is delivered through the broadcaster’s partnership with sustainability platform Scope3.

Mobile and broadband provider giffgaff is the first advertiser to use the solution. The company previously adopted the digital tool to track emissions in a streaming campaign, analysing factors such as ad selection, media distribution, creative delivery and device usage to calculate return on carbon.

Sam Hicks, Head of Advertiser Strategy, Channel 4: "As part of what makes Channel 4 a trusted, brand-safe and transparent media owner, we wanted to take our advertising emissions measurement solution a step further and provide advertisers with data from linear campaigns too. This marks a huge step forward in capability and commitment, and we’re thrilled to have giffgaff join us in this industry-first move.

"Helping to give advertisers the full picture of their carbon emissions enables them to make meaningful change in line with their emissions reduction targets. It’s established that TV advertising drives high ROI and now advertisers will have the ability to see TV advertising’s return on carbon."

Lisa Boyles, Head of Go To Market and Media, giffgaff: "At giffgaff, we’re always looking to do things better. Better mobile, better broadband, and better business practices. This extends into being responsible with our marketing. Being able to work with Channel 4 and Scope 3 to expand carbon measurement into linear media buying has clear benefits: measurable emissions data, actionable insights, and a shared commitment to a lower-carbon future. We're always excited to collaborate with those who are taking action now to decarbonise the ad industry."

Lillie Ratliff, Head of Strategic Initiatives, Scope3: "Introducing linear TV emissions measurement marks a major milestone in enabling advertisers to see the full carbon impact of their media buying. Channel 4 has been a pivotal partner in rolling out our GMSF-aligned linear capability, and accelerating industry adoption of broad scale emissions measurement."

The offering will extend across Channel 4 Sales’ portfolio, which includes UKTV and Warner Bros. Discovery.

The broadcaster will also apply the measurement tool to the winning adverts of its competition with B Lab UK, which highlights sustainable business, and to its other Business For Good initiatives, such as Black in Business and the Diversity in Advertising Award.

The solution aligns with the Advertising Association’s Ad Net Zero Action Plan and the updated Global Media Sustainability Framework (GMSF), which now includes methodology for measuring emissions in linear advertising.

www.channel4.com

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