At its 2026 Upfronts, SBS has launched a market-leading Sustainability Report as part of its leadership position in the sustainability space. SBS Brief Green provides marketers a sustainability toolkit that includes the ability to design a brand’s media plan to reduce advertising emissions without disrupting media outcomes.
The framework sits within SBS’s Ad Net Zero to help brands build tailored and accessible solutions which are cost effective. By partnering with Scope3 SBS Brief Green’s campaigns booked are measured for emissions.
Lee Callagher, SBS Acting Director of Media Sales said:
“SBS Brief Green is a response to brands who have come to us looking for the chance to align their media strategy with their wider business climate commitments in a cost-effective way. It is an opportunity to achieve premium exposure and at the same time lead the industry toward a more sustainable future.”
Toolkit resources include:
• Using Scope3 measurement in a new Carbon-Optimised Media Plan — designed to reduce advertising emissions without disrupting media outcomes.
• A new SBS On Demand sustainability hub, featuring powerful documentaries, wonderous landscapes, everyday heroes and sustainably made drama.
• Partnering with SBS CulturalConnect to help brands produce creative to support more sustainable consumer behaviours.
SBS was the first Australian broadcaster to use the albert Toolkit to measure and reduce production emissions, starting with the program The Cook Up with Adam Liaw. It was also the first Australian broadcaster to have its near- and long-term carbon reduction targets validated by the Science Based Targets initiative (SBTi) earlier this year.
Acting SBS Managing Director, Jane Palfreyman, said:
“SBS has been well ahead of the pack on sustainability, well before many in media started taking Net Zero seriously. Supplier emissions make up a large proportion of businesses’ footprints – and media has a responsibility here too. This is an issue that is increasingly coming to the fore for all business leaders, particularly in our sector.
I’m proud to launch SBS’s first Sustainability Report. It shows the work we’re doing here at SBS and, we hope, inspires and demonstrates a path for others – be they brands, agencies, and yes, even our competitors – to follow.”
Click here to download the SBS Sustainability report.