SNPTV: publication of the guide for calculating the carbon footprint of linear spots broadcast

The SNPTV (French TV Advertising Association) has published Tuesday, June 6 its benchmark for measuring the carbon footprint of advertising campaigns on linear TV. This guide is based on a " reference scope ", centered on the distribution of linear TV campaigns, which does not include the production of spots but takes into account their storage, their network transfers and their viewing by viewers. It offers an analysis of the life cycle of the infrastructures and terminals used by broadcasting. It also endeavors to take into account the various broadcasting technologies used for TV broadcasting (TNT, satellite, IPTV, OTT), which are the subject of “very distinct models”, it is specified. Finally, it lists indicators taking into account the particularity of TV audience measurement and suggests a methodology for converting the reference indicator of the 4+ audience into a carbon footprint indicator for a given campaign.

This publication, a summary of the reflection carried out on the carbon footprint of TV broadcasting at the start of 2023, will “necessarily be completed and deepened in the future ”, notes the SNPTV. Also, the working group in charge of its development (members of the syndicate accompanied by the specialized firm BL Evolution) has planned regular updates of the database to integrate the latest works and publications that could affect the measure (evolution of the ADEME emission factor database, extension of the measurement of TV audiences by Médiamétrie, access to additional data on the impact of networks and servers, etc.). In addition, the reference system will be integrated in July into a common carbon calculator for all the member networks of the SNPTV.