While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media.
ITV is working towards its net-zero targets using 2019 as a baseline, aiming to reduce emissions it controls by 46.2% and those it influences by 17% by 2030, and all emissions by 90% by 2050. The broadcaster’s first Climate Transition Plan details the steps needed to meet its validated long- and medium-term goals, as endorsed by the Science-Based Targets initiative (SBTi). (p.8)
Our position as the leading commercial broadcaster in the UK gives us a significant opportunity to help create positive change through the brands we advertise. We can do this by promoting sustainable lifestyles through innovative partnerships with sustainable brands, and by considering the carbon impact of the products and services that we advertise. ITV has commissioned a piece of research called The Greenprint which provides best practice techniques to increase the impact of the messaging for sustainable products and services. As a member of Ad NetZero, we are working with brands, agencies and other media owners to shape a more sustainable future for advertising. It is a growing conversation that is critical as we shift to a greener economy, and we look forward to increased collaboration across the sector in coming years.
ITV on promoting more sustainable consumption through advertising (p.14)
Objectives
ITV’s Climate Transition Plan outlines five concrete objectives and examines external factors shaping its strategy. It identifies crucial areas to watch, such as improvements in digital connectivity to enable remote production, advancements in battery technology, access to better-quality data, supplier commitments, shifting audience behaviours, and industry collaboration and policy changes. These emerging trends are seen as vital for driving progress.
ITV is also exploring opportunities presented by the net-zero transition, such as enhancing audience perceptions, generating revenue through alignment with net-zero brands, and reducing costs by adopting low-carbon innovations.
ITV is uniquely positioned to accelerate the transition towards a low-GHG emissions and climate resilient economy. We have the opportunity to do this by positively supporting our audiences through our content, promoting sustainable consumption and products through advertising, and by working with our suppliers to shape the transition across the creative industry.
ITV on accelerating the transition (p.13)
Core pillars
The plan covers a variety of key components and is structured around six core pillars:
- Operations: transition all ITV buildings and vehicles to net-zero emissions and implement renewable energy solutions, such as solar panels on the Emmerdale barn.
- Value chain: extend sustainability efforts across the production, broadcasting, and streaming supply chains and engage suppliers to adopt sustainable practices.
- Internal culture: encourage all employees to contribute towards the net-zero goals, by providing training and resources to support a sustainability-driven internal culture.
- Engaging audiences: integrate climate-positive content across the platforms, feature environmental themes, leverage commercial partnerships to promote sustainability.
- Climate resilience: implement risk management processes and use scenario analysis to develop strategies to adapt to a net-zero economy.
- Industry transformation: collaborate with counterparts to drive the industry’s transition to net-zero emissions and exchange on best practices and innovations to foster a sector-wide shift towards sustainability.
ITV’s Climate Transition Plan offers a comprehensive overview of guidelines for achieving net-zero emissions that also works as a strategic framework to future-proof the business against climate risks. By taking a proactive approach to addressing climate change, the ITV Climate Transition Plan promotes a socially responsible corporate mindset setting a precedent for the other players and showcasing leadership in sustainability within the media sector.
Source: egtaknowledgehub.com
OTHER CASE STUDIES
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE
9. 12. 2024Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
9. 12. 2024In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste. To achieve this, Dentsu and Ads & Data partnered with Cristal to… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
