Leading from the Front: Net Zero Media and CBC/Radio-Canada on the Future of Sustainable Advertising

At Net Zero Media, we believe that what you can't measure, you can't manage. That’s why we were thrilled to have our Head of Research and Co-founder, Chris Sewell, join Mark Mandato (Senior Manager of Key Growth Initiatives at CBC/Radio-Canada) on a recent episode of the CMA Connect podcast.

Hosted by CMA CEO Alison Simpson, the conversation delved into a startling reality: the global advertising industry’s carbon footprint now rivals that of the entire aviation industry.

Here are the key takeaways from their discussion on how we are partnering with Canada’s national broadcaster to change the narrative.

The Business Case for Sustainability

Sustainability is no longer just a "nice-to-have" for brands; it has become an essential business imperative. Mark Mandato highlighted that 74% of Canadians factor sustainability into their purchasing decisions, and two-thirds are willing to pay more for products with a lower carbon footprint.

For marketers, the risks of ignoring this are real:

• Legal & Financial Reporting: With 70% of TSX 60 companies committed to net-zero by 2050, carbon emissions from marketing budgets are already being tracked—often by departments outside of marketing.

• Protecting Budgets: Currently, many companies use a "spend-based" method, where every dollar spent is assigned a flat carbon value. If emissions are only tied to spend, the only way to reduce them is to cut the budget.

• Managing Liabilities: As the cost of carbon offsets rises, unmanaged marketing emissions become a long-term financial liability.

  
  

Introducing "Carbon IQ" at CBC/Radio-Canada

CBC/Radio-Canada is leading the way with its "Greening Our Story" strategy. While they have long tracked emissions in TV production, their partnership with Net Zero Media introduces a breakthrough: the Carbon IQ calculator.

This tool allows CBC/Radio-Canada to provide marketers with granular, actionable data on the carbon impact of their campaigns across linear TV, digital, and streaming platforms.

"It’s about giving marketers a data point that allows them to make informed business decisions," Mark explained. "It’s not about being prescriptive; it’s about education".

Key Takeouts for the Industry

Chris and Mark shared several insights for those looking to integrate sustainability into their 2026 strategies:

• Granularity Matters: Not all media is equal. For example, a 60-second TV spot draws more carbon than a 30-second spot because the screen is powered for twice as long. Conversely, TV can sometimes show a lower carbon cost per impression than certain digital channels when measured accurately.

• No "Extra Work" Required: The implementation for advertisers is designed to be "low-touch". Marketers simply provide their insertion orders, and CBC/Radio-Canada generates a report broken down by platform - comparing the impact to relatable figures, like the number of flights between Vancouver and Toronto.

• Independence is Critical: Chris emphasised that for measurement to be compliant and accurate, it should be independent of the buying process. Media owners are best positioned to provide this data because they hold the necessary technical data points.

  
  

Moving Forward: Your 2026 Strategy

As we look toward the future, Chris recommends introducing carbon intensity into the media planning process. Start small - perhaps weighting carbon at 2% alongside traditional metrics - and increase that weight as your confidence and data grow.

Canada is currently setting a global benchmark for environmental responsibility in advertising. We are proud to support CBC/Radio-Canada in this journey and look forward to sharing our upcoming white paper, which will serve as a roadmap for the broader industry.

About Net Zero Media:

At Net Zero Media, we are driving a future where the advertising industry takes decisive action to reduce its carbon emissions. 

Recognising the critical need for specialised technology to measure these Scope 3 emissions, Net Zero Media was founded by a collaboration of senior executives from the marketing, advertising, software and sustainability industries who developed CarboniQ to accurately measure the environmental impact of every advertising campaign across all media channels.

Our mission is to transform the advertising landscape by integrating media planning expertise with advanced technology and a deep understanding of climate science. We empower the industry to navigate complex challenges and deliver sustainable solutions, driving decarbonisation.