Channel 4 Sales introduces broadcast industry-first advertising emissions tool

Channel 4 Sales has announced it will invest in a broadcast industry-first advertising emissions measurement tool for its advertisers, as it continues to put sustainability at the top of its agenda. 

Partnering with Scope3, a sustainable technology platform, Channel 4 Sales will be the first commercial team within a major broadcaster to offer advertisers emissions data about digital campaigns running on its owned and operated platforms.

Advertisers will gain access to actionable emissions reports, powered by Scope3, to help them reduce the carbon impact of their media buying and reach their overall reduction targets. 

Scope3’s methodology aligns with Action 3 of the Advertising Association’s Ad Net Zero Action Plan to reduce emissions from media planning and buying, as well as the Global Media Sustainability Framework (GMSF). 

The digital first solution is in line with Channel 4’s Fast Forward strategy, as it accelerates its transformation into an agile and genuinely digital-first public service streamer. 

It accompanies Channel 4 Sales’ recently announced initiative to spotlight sustainable businesses, by offering UK B Corps the chance to win advertising airtime worth £600,000 as part of a competition.

Ewan Douglas, Head of Sales Nations & Regions & Business Development, at Channel 4 Sales, said: 

“As part of our commitment to sustainability, we want to help our advertisers reach their emissions reduction targets, by ensuring they have access to trusted resources that will enable them to make meaningful change. We’re delighted to partner with Scope3 to offer this capability.”

Tim Collier, Head of UK and Northern Europe at Scope3:

“We’re excited to partner with Channel4 Sales on these initiatives to reduce emissions and foster the expansion of more sustainable media buying practices. As one of the UK’s major broadcasters, Channel4’s commitment shows leadership in addressing the climate impact of our complex advertising ecosystem. Given Channel4’s track record of environmental leadership, we believe this push for sustainable growth will inspire similar action from broadcasters and advertisers across the UK. “