Channel-Specific Modeling Considerations
Different advertising channels require specific modeling approaches due to their unique infrastructure, operational characteristics, and consumption patterns. This document details the methodology considerations for Linear TV, Traditional Radio, Digital Out-of-Home (DOOH), and Classic Out-of-Home (OOH). While these channels share some common principles, each has distinct lifecycle boundaries, data requirements, and default assumptions that reflect the nature of their delivery and usage.Linear TV
Definition and Scope
We classify Linear TV as content that is transmitted via traditional broadcast methods and follows a predetermined programming schedule.Glossary
Definition of Broadcast methods
Boundaries of Measurement
The Scope3 Linear TV model focuses on estimating emissions coming from the distribution (broadcasting) and consumer viewing of television content and advertising.Emissions Calculation Methodology
Corporate Emissions
For Linear TV, we estimate corporate emissions per TV spot rather than per audience or household impression. We do this to avoid having differing numbers depending on fluctuating TV ratings. All other aspects of our calculations for corporate emissions remain as described in Corporate Emissions.Broadcast Signal Emissions
Encoding & Multiplexing
In A comparison of the carbon footprint of digital terrestrial television with video-on-demand the BBC estimated that their encoding & multiplexing facility required a power draw of 400kW to encode TV content for their 24 channels. We use this estimate to derive that it takes an average power draw of 16.7kW to encode and multiplex TV content for one channel (no matter the number of viewing households). For TV networks and/or channels where actual power usage data is available, we use those values instead of the average.Signal Transmission
Energy Use
For each TV broadcast method we consider a fixed energy consumption required to broadcast the signal no matter the number of viewing households. Different TV broadcast methods have varying power efficiency in different countries but for now we do not differentiate between countries. For each TV broadcast method we have derived power draw estimates from annual energy consumption, either from primary sourced energy consumption data shared with Scope3 by network operators or from the BBC paper.
Once again, for TV networks and/or channels where actual power usage data is available, we use those values instead of the above defaults.
Embodied Emissions
In the absence of data specific to each TV broadcast method, we utilize our estimates of the embodied emissions as the fixed Internet network (0.00000443 gCO2e per kb) to derive the embodied emissions of each broadcast method per second, assuming 6Mbps per transmitter per channel, across 1000 transmitters.Broadcast Method Usage
The prevalence of each TV broadcast method varies by TV network and geographically. For example, in France OTA/DTT and IPTV are the most widely used broadcast methods in terms of households, whereas in Germany satellite is the most prevalent method. We apply a country-specific ratio of broadcast methods for major markets, and use a global average for other countries.Household Equipment Emissions
Energy Consumption
We consider some household equipment “passive”, meaning that they do not require any power to receive the broadcast signal, and others “active”.Embodied Emissions
Similarly to how we model consumer devices (see Consumer Devices), we estimate Production Energy per Use Second (PEPS) for each and every piece of household equipment.Summary
TV Viewing Emissions
We follow the same methodology as described in Consumer Devices, accounting for both use phase (energy consumption) and embodied emission (production & disposal), aligned with GMSF 1.2:Estimating the number of TV impressions
We estimate the number of TV devices reached using a co-viewing factor of 1.5, in line with published audience measurement benchmarks across major markets. This means that for every 1.5 audience impressions, we assume one TV device was used to view the content. Example:- Input: 1,000,000 audience impressions for a TV spot
- Device count estimate: 1,000,000 ÷ 1.5 = 666,667 TV devices
Digital Out-of-Home (DOOH)
Definition and Scope
Digital Out-of-Home (DOOH) refers to digital displays used for advertising in public spaces, such as billboards, transit displays, and retail screens. Unlike Linear TV, DOOH screens are owned or leased by media owners who have direct control over their operation and maintenance.Boundaries of Measurement
DOOH screens, like consumer devices, require energy to display an ad. Energy consumption during the use phase is in fact the highest source of emissions. However, on the contrary to consumer devices, billboards are owned or leased by media owners who therefore have a high level of operational control over the screen attributes that influence embodied and energy related emissions (venue category, manufacturer, model, size, location and positioning, operating hours, brightness settings etc…). For that reason, we are including emissions from screens’ energy usage and production to “media distribution”.Emissions Calculation Methodology
Screen Emissions
Embodied Emissions
Coming soonEnergy Consumption
On the contrary to consumer device emissions, we have found no credible research paper describing the power draw of large digital billboards. As such, we estimate for individual screens based on a variety of input data sources (listed in order from most accurate to least accurate):- Electricity metres installed on the screens themselves and monitoring power draw in near real-time.
- Power bills received by media owners on a monthly, quaterly or yearly basis, for a group of or for individual screens.
- Technical specifications from screen manufacturers like Daktronics, Samsung or Panasonic. We have found that these often document maximum power draw (instead of average power draw), which can lead to an over-estimation of energy consumption.
- Extrapolation based on physical dimensions and one of the above data point for screens from the same media owner.
- Extrapolation based on physical dimensions and venue type, off the back of data for 500k+ screens kindly provided to us by early partners (including DOOH programmatic platform Hivestack and DOOH media owners JCDecaux ANZ, Go Media and Lumo).
Corporate Emissions
See Corporate EmissionsAd Selection Emissions
Unlike other digital channels, DOOH lacks a standard such as ads.txt that enables media owners to disclose the vendors involved in their monetization waterfall. This makes mapping the ad tech graph more challenging. We encourage DOOH media owners to share this information with us via Ad Stack Declaration. Where no declared data is available, and after consultation with the media owner, we assume the presence of one ad server and five SSPs called by that ad server for each ad request.Creative Data Transfer Emissions
See Emissions from Data TransferAdditional Considerations
Impression Multiplier
One key difference between the digital out-of-home channel and others is its one-to-many nature, meaning that most likely one ad play can be viewed by multiple individuals around the screen. For this reason, our modelling is done “per play” and translated to “per impression” through the use of a screen specific average impression multiplier provided by partners (media owners and platforms). When no impression multiplier data is provided to us for a given screen, we once again estimate that value to be the 80th percentile amongst screens that media owner and/or venue category and/or country (based on statistical relevance).Classic Out-Of-Home
Definition and Scope
Classic OOH includes outdoor advertising displayed on non-digital panels such as posters, billboards, and transit wraps. Unlike DOOH, these formats rely on physical assets printed on paper, vinyl, or similar materials and mounted on a fixed structure. This category excludes print media such as magazines or newspapers. In our data model, the primary object representing inventory is the panel (sometimes called a “frame” in certain markets), which describes the physical structure where ads are displayed. For this channel, emissions come from tangible processes like material extraction, printing, transportation, installation, and disposal — introducing lifecycle considerations unique to physical media.. Transient OOH advertising - displayed on moving vehicles such as buses, taxis, or trains — is also covered under this model when the vehicle’s primary purpose is not advertising.Measurement Boundaries & GMSF Alignment
Our classic OOH model aligns closely with the Global Media Sustainability Framework (GMSF) and introduces lifecycle categories that reflect the physical nature of this channel. Unlike digital media, classic OOH requires consideration of ad production, logistics, and end-of-life treatment of physical assets. The model aligns with GMSF and covers the following categories:Emissions Calculation Methodology
Emissions for classic OOH are calculated using a combination of panel-level data (when available) and venue-type or country-level averages as fallback. We allocate emissions across lifecycle categories using campaign duration and share of time on each panel. Where detailed attributes such as size, illumination, or transportation distances are provided, calculations are more precise.Panel Object
To support granular measurement, classic OOH introduces a panel object (similar to the “screen” object used for DOOH). A panel represents the physical structure where ads are displayed and carries attributes relevant for emissions estimation:
The accuracy of emissions estimates for classic OOH depends on the granularity of data provided. The most precise results come from panel-level data shared by media owners, including physical dimensions, energy use, and distances for installation and disposal. Where this information is not available, we apply venue-type and country-level averages derived from industry benchmarks and Scope3 research.
If panel-level data is unavailable, we apply venue-type averages by country, then global defaults. These defaults evolve as more partners share verified data.
Possible Improvements
This is the first version of our classic OOH emissions model, and we expect it to evolve as better data and industry standards emerge. Key areas of focus for future iterations could include:- Refined recycling modeling: incorporating more accurate data on recycling rates and emissions from different end-of-life scenarios for both ad materials and structures.
- Material-specific defaults: differentiating production and disposal impacts based on material type (e.g., paper vs. vinyl).
- Transport mode-specific defaults: Accounting for the type of vehicles used during installation and disposal logistics, including differences between electric, hybrid, and fuel-powered fleets.
- Regionalized defaults: applying localized emission factors for printing, storage, and disposal processes, reflecting regional infrastructure and grid intensity.
- Integration with industry data: leveraging data shared by media owners and OOH associations to replace assumptions with verified inputs.
Definition and Scope
Print encompasses print publications (newspapers and magazines), direct mail, and door drops. These formats rely on physical assets printed on paper, vinyl, or similar materials.Boundaries of Measurement
The Scope3 print model estimates emissions from the physical production, distribution, and end-of-life processing of printed advertising materials and their associated editorial content. The model aligns with GMSF and covers the following categories:Emissions Calculation Methodology
Production Emissions
Paper Production
We estimate paper-related emissions based on physical dimensions, paper weight (gsm), and production emission factors. When publication-specific data is available, we use those values; otherwise, we apply defaults based on print medium type (newspaper, magazine, leaflet). Paper emissions include raw material extraction, pulp processing, and paper manufacturing. The calculation accounts for both the ad material and a proportional allocation of editorial content based on the ad-to-content ratio.Printing & Finishing
Printing and finishing emissions include prepress, printing processes, consumables (ink, glue), and packaging. Default emission factors vary by print medium, reflecting differences in production intensity between newspapers, magazines, and leaflets.Paper Transport
We estimate emissions from transporting paper from mills to printers using distance-based calculations and freight transport emission factors. Default transport distances are country-specific where data is available.Distribution Emissions
Transportation to Storage
Emissions from transporting printed materials from printers to storage facilities are calculated using freight transport emission factors and default transport distances.Storage
Storage emissions are considered minimal for print materials stored in ambient conditions. In line with GMSF guidance, we do not currently model storage emissions but may introduce factors for climate-controlled storage in future iterations.Downstream Distribution
We model emissions from distributing printed materials from storage to points of sale or direct delivery to letterboxes. This uses van-based transport emission factors and estimated delivery distances.End-of-Life Processing
Unsold Materials
We account for emissions from transporting and processing unsold materials, applying print medium-specific sell-through rates. Unsold materials are allocated across recycling, incineration, and landfill disposal methods using defaults that reflect typical waste management practices.Post-Reader Disposal
For materials that reach readers, we apply country-specific recycling, incineration, and landfill rates to reflect regional waste management infrastructure. Each disposal method has distinct emission factors:- Recycling: lowest emissions
- Incineration: moderate emissions from combustion
- Landfill: highest emissions due to methane generation
Print Spoilage
We apply a print medium-specific waste rate to account for spoilage during the press run, typically 5% for newspapers and magazines.Corporate Emissions
Corporate emissions are allocated on a per-page basis, reflecting the publisher’s operational footprint. This follows the same methodology as described in Corporate Emissions.Publication Object
To enable granular and accurate measurement, print publications are represented by a publication object that carries attributes relevant for emissions estimation. This is conceptually similar to the “screen” object used for DOOH.Publication Attributes
The accuracy of emissions estimates for print depends on the granularity of data provided. The most precise results come from publication-level data shared by publishers.Translating Print Metrics to Impressions
Print advertising is often reported in physical copies or circulation figures rather than individual impressions. We convert between these metrics using: Print Circulation is the number of copies distributed (sold or otherwise provided) per issue, verified by audit bureaux. Readership represents the estimated number of people who read or are exposed to an issue. Readership is typically higher than circulation due to pass-along readership (shared copies in waiting rooms, households, etc.). Readers per Copy (RPC) is the multiplier showing how many people on average read one copy. We estimate total impressions using:Potential Improvements
This is the first version of our print emissions model, and we expect it to evolve as better data and industry standards emerge. Key areas of focus for future iterations could include:- Material-specific emission factors (coated vs. uncoated paper, recycled content)
- Transport mode-specific factors (electric vs. diesel delivery vehicles)
- Refined recycling modeling: incorporating more accurate data on recycling rates and emissions from different end-of-life scenarios
- Regionalized defaults: applying localized emission factors for printing, storage, and disposal processes, reflecting regional infrastructure and grid intensity
- Integration with industry data: leveraging data shared by media owners and print associations to replace assumptions with verified inputs
Traditional Radio
Definition and Scope
We classify Traditional Radio as content that is transmitted via traditional broadcast methods and follows a predetermined programming schedule.Glossary
Definition of Broadcast methods
We assume that, for all audio broadcast methods, the consumer device is the only required equipment.
Measurement Boundaries & GMSF Alignment
The Scope3 Traditional Radio model focuses on estimating emissions coming from the distribution (broadcasting) and consumer listening to audio content and advertising.Emissions Calculation Methodology
Corporate Emissions
Similarly to Linear TV, we estimate corporate emissions per radio spot rather than per audience or household impression. We do this to avoid having differing numbers depending on fluctuating Radio ratings. All other aspects of our calculations for corporate emissions remain as described in Corporate Emissions.Broadcast Signal Emissions
In The energy footprint of BBC radio services: now and in the future (2020) the BBC provides estimated energy use for each broadcasting method for BBC radio in 2018, broken down by process:- Signal Preparation,
- Signal Distribution, referred to as Signal Transmission below,
- and Consumption, covering the energy use of consumer radio receiver devices.
Signal Preparation
The BBC estimates that signal preparation energy is marginal for all audio broadcasting methods. We derive average defaults from our Linear TV methodology. For networks and/or channels where actual power usage data is available, we use those values instead of the average.Signal Transmission
Energy Use & Embodied Emissions For each audio broadcast method, we assume a fixed energy consumption required to transmit the signal from the BBC study, regardless of the number of radio devices receiving it. We use the total annual signal transmission energy, divided by the number of supported radio stations, to estimate the average power per radio channel for each broadcast method. The resulting figures are consistent with other studies from Bayerischer Rundfunk, MDR, GatesAir. From BBC, for FM the total reported annual energy consumption for signal transmission is26 GWh, covering eight national stations and 41 local stations. We assume that the coverage of ten local stations is equivalent to that of one national station.
The calculation for FM is:
For radio networks and/or channels where actual data are available, we use the contributed values instead of the above defaults.
Broadcast Method Usage
The prevalence of each audio broadcast method varies geographically. For example, in France FM is the most widely used broadcast methods in terms of consumption, whereas in the UK OTA/DAB+ is the most prevalent method (Ofcom). We apply a country-specific ratio of broadcast methods for major markets, and use a global average for other countries.
This distribution is only for audio broadcasting methods, digital audio consumption over the internet is modelled in the dedicated
digital-audio channel. We will continue to add country-specific distributions as we obtain additional data.