TV ads cause carbon carnage
July 22, 2008 09:10pm
AUSTRALIAN television advertising is producing as much as 57 tonnes of carbon dioxide per hour, and thirty second ad breaks are among the worst offenders, according to audit figures from pitch consultants TrinityP3.
Carbon emissions are particularly strong during high-rating programs such as the final episodes of the Ten Network’s Biggest Loser, which produced 2135kgs per 30 second ad, So You Think You Can Dance at 2061kg for every 30 seconds, closely followed by the Seven News 6pm news at 1689kg and Border Security at 1802kg.
TrinityP3 managing director Darren Woolley said emissions are calculated by measuring a broadcasters’ power consumption and that of a consumer watching an ad on television in their home, B&T Magazine reports.
“We look at the number of households and the number of TVs, and then the proportion of TVs that are plasma, LCD or traditional, and calculate energy consumption based on those factors,” Woolley said.
TrinityP3 is formalising a standard carbon footprint measurement of advertising, which it claims will be the first of its kind.
“Most companies have been obliged to think through their strategies on reducing carbon emissions and they need to remember that their marketing strategies do have an environmental impact that needs to be included. This is not something that is easily able to be measured,” Mr Woolley said.