Channel 4 Sales expands advertising emissions measurement offering with linear solution

Channel 4 Sales has today announced the launch of a new tool that allows advertisers to measure the emissions of their campaigns running on linear TV, building upon its existing emissions measurement offering.

The move makes Channel 4’s commercial team the first within a UK broadcaster to provide advertisers with carbon emissions data from its entire advertising ecosystem, after it first introduced the capability for digital campaigns earlier this year.

Enabled through Channel 4 Sales’ partnership with sustainable technology platform Scope3, the expansion into linear marks a significant step forward in helping advertisers to understand the full carbon impact of their media buying.

giffgaff have been named as the launch partner for the new solution, having been an early adopter of the digital solution. The mobile and broadband provider applied the emissions tool to a streaming campaign that ran earlier this year, measuring emissions from ad selection, media distribution, creative delivery – and by device – to see their return on carbon.

Sam Hicks, Head of Advertiser Strategy at Channel 4, said:

“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 at giffgaff, said:

“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 Channel4 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 at Scope3, said:

“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 emissions measurement offering will extend to partner channels in Channel 4 Sales’ portfolio, including UKTV and Warner Bros. Discovery.

The tool will be applied for the winning adverts of Channel 4’s competition with B Lab UK, another initiative announced this year which seeks to spotlight sustainable business. It will also be used for the broadcaster’s other Business For Good initiatives, including 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 operationalised methodology for measuring emissions across linear.