Channel 4 Sales has announced it will be able to provide emissions data on linear campaigns to advertisers from the autumn – making it the first UK broadcaster to offer this.
This will form part of the emissions measurement tool the broadcaster announced earlier this year, in partnership with Scope 3 and aligns with Channel 4’s sustainability strategy.
The tool has already been received positively, with giffgaff using it for a streaming campaign that ran from March to May being held as a stand-out example.
Using the emissions report giffgaff were able to measure emissions from ad selection, media distribution, creative delivery and by device. They were also able to see their return on carbon through the measurement tool.
News, analysis, comment and community — Join The Media Leader
The additional insights into linear campaigns will enable advertisers to have access to reports to help them reduce the carbon impact of their media buying and reach their wider emissions reporting mandates.
Scope3’s methodology is in line with the Advertising Association Ad Net Zero Action Plan’s third action point, which seeks to lower emissions from media activity and also aligns with the new updates to the Global Media Sustainability Framework (GMSF).
Sustainability lead for Channel 4 Sales team, Tom Patterson said: “The demand from customers for transparency is growing in the sustainability space and linear was the missing piece.”
Patterson highlighted how 63% of all Ad Net Zero members have some form of a compliance or regulatory mandate to start reporting on emissions and therefore demand for data on this is increasing.
“It has to be a priority,” said Patterson.
“As DEI and sustainability becomes less important in other parts of the world we want the market and our customers to know this is still meaningful.
“In order to save the planet we all need to come together and if we can use a unified methodology and reporting system and to do that we would love every media owner to use our reports.”
TV remains the power house for building brands – The future of TV at Cannes with Channel 4
Head of strategic initiatives at Scope 3, Lillie Ratliff added: “The ad industry is orienting toward sustainable growth, and we have the framework and solutions to make that turnkey.
“Advertisers are already using Scope3 emissions data to make smarter decisions about their digital campaigns — seeing better results when they optimise for lower carbon impact.”
Channel 4 Sales confirmed data on emissions impact from ad campaigns running on Channel 4, ITV and Sky’s collaborative TV advertising marketplace in partnership with Comcast Advertising, cannot currently be provided — but the possibility of this being available in the future has not been ruled out.
