Partnering with the Satellite Broadcasting Association and TV Media Partners to Align with Global Media Sustainability Frameworks

Achieving a Win-Win of Carbon Reduction and Media Efficiency

Dentsu Group Taiwan today announced another major milestone in media sustainability. Following its achievement in 2024 as the first in the world to obtain a “Digital Advertising Carbon Footprint Verification,” the group has now received an ISO 14067 Television Advertising Carbon Footprint Verification Statement issued by BSI (British Standards Institution).

This marks the world’s first “Television Advertising Carbon Footprint Verification.” The accomplishment was made possible through dentsu’s development of a localized methodology aligned with international media sustainability frameworks, in collaboration with the Satellite Television Broadcasting Association (STBA) and its member organizations. These partners provided local data to complete the carbon footprint assessment of television advertising, which was subsequently verified by BSI.

By extending carbon measurement from digital to television media, dentsu has established a comprehensive standard for evaluating media carbon efficiency. Moving forward, dentsu will also provide relevant solutions to support brand clients in achieving measurable and sustainable carbon reduction initiatives.

Setting a New Standard for Low-Carbon Media Through Partnership with STBA

In response to climate change and increasing corporate pressure to reduce emissions, the carbon footprint generated by advertising placements is becoming a key component of Scope 3 emissions for brands.

Robin Lu, CEO of dentsu Media Practice and dentsu X, stated:
“Dentsu is not chasing trends, but serving clients, and is committed to proactively establishing industry standards for media advertising carbon footprints, while working hand in hand with television media partners to create impact. We believe that true innovation must come from concrete actions and scientific data. With this achievement of obtaining the world’s first television advertising carbon footprint verification, we would like to express our sincere gratitude to the STBA and its members for their strong support in providing local data from Taiwan, enabling the industry to align with international sustainability standards. Through scientific quantification and global methodologies, we are working together to transform carbon emissions into manageable data, and will further support brand clients in progressively achieving measurable and effective sustainable carbon reduction actions in media investment.

Chang Jung-Hwa, Chairman of the Satellite Television Broadcasting Association, added:
“We have long monitored global trends and market demands, and we have observed that carbon reduction is a key component of many companies’ sustainability strategies. We are honored to collaborate with dentsu, a leader in the marketing communications industry, and through more than a year of joint efforts, successfully mobilized our members to participate, enabling Taiwan’s television industry to align with international sustainability standards and achieve a world first milestone. For a long time, television has been the most effective and efficient advertising medium, capable of reaching millions of viewers instantly and helping businesses build brand awareness and trust. Facing a future where carbon has a price, we firmly believe that with its broad reach, combined with industry wide optimization of media placement and joint efforts toward low carbon transformation, television will deliver more competitive media carbon efficiency and become the best sustainable media choice for brand owners.”

Building a Localized Carbon Measurement Model Aligned with Global Standards

The dentsu Media Carbon Calculator (MCC) methodology demonstrates strong professional foresight. It is based on dentsu’s global standards and aligns with the latest international benchmarks, including Ad Net Zero and the Global Media Sustainability Framework.

Crucially, Taiwan’s local industry ecosystem played a key role. With support from the STBA, television channels and system operators collaborated to provide data on energy consumption, signal transmission, and end-user viewing. This enabled dentsu to develop a localized carbon calculation model tailored to Taiwan’s media environment, accurately measuring the full lifecycle carbon footprint of a television advertisement—from post-production transmission and satellite broadcasting to household viewing.

This collaboration highlights the industry’s shared commitment to sustainability and has resulted in a globally recognized achievement.

Media Carbon Efficiency Will Become the Next Competitive Metric in the Marketing Industry, and dentsu Is Driving Brands Toward a New Era of Low Carbon and High Efficiency Marketing

From achieving the world’s first “Digital Advertising Carbon Footprint Verification” to now securing the first “Television Advertising Carbon Footprint Verification,” dentsu emphasizes that this is not merely a response to trends, but a proactive step ahead of the market.

By driving tangible impact through innovation, dentsu will continue to connect the media ecosystem and advance sustainable marketing and industry transformation.