The new calculator creates a uniform method for calculating the carbon footprint of TV campaigns and offers comparability with other advertising media. The aim of the calculator is to increase transparency and support advertisers’ sustainability efforts.
This new tool helps advertisers and media agencies better understand the carbon footprint and environmental impact of TV advertising, as well as how television compares to other media channels in terms of emissions. The calculator, published on Screenforce Finland’s website, makes visible the emissions generated by individual TV campaigns. It is based on key campaign metrics. The tool is free of charge and freely available to everyone.
The calculation model for the TV advertising carbon calculator is based on the Global Media Sustainability Framework (GMSF), and the calculations have been designed specifically for the Finnish market using local data. The shared calculator provides a foundation for a more consistent and comparable way to assess the environmental impact of TV advertising in Finland. In its first phase, the calculator covers linear television, and it will be further developed to meet broader needs in TV advertising.
The development of the TV advertising carbon calculator began at the initiative of Sanoma Media Finland. Commercial television operators (MTV, Sanoma, Warner Bros. Discovery) are now jointly developing the calculator in collaboration with industry stakeholders. A dedicated working group has been established to further develop the calculator, aiming to create a uniform and transparent model for assessing the carbon footprint of TV advertising.
“The CSRD directive expands companies’ reporting requirements, and more and more companies in Finland will in future be required to report their emissions from their marketing value chain. The TV advertising carbon calculator alone does not solve this whole issue, but it is a significant and important step towards a more standardized approach to assessing emissions in the sector,” says Jonne Ansamaa, Product Owner who developed the tool at Sanoma.
You can access the TV advertising carbon calculator (in Finnish) here.
Read more on the Screenforce website (in Finnish).
