The calculator provides advertisers and media agencies with precise, up-to-date information. It is designed to evaluate the Scope 3 emissions attributed to their advertising activities with CBC/Radio-Canada.

The tool provides significant granularity, allowing stakeholders to understand the source and scale of GHG emissions across all facets of the advertising value chain, whether TV or digital, or 15 seconds versus 30 seconds. It aids in decision-making by offering planning and buying managers new, adjustable variables, enabling them to make recommendations aligned with client objectives.

The calculator allows for both an upstream assessment of a campaign's environmental impact and a posterior estimation of the actual emissions resulting from its dissemination. The results can also guide advertisers and agencies toward concrete solutions for managing their own GHG emissions.

No! We are not applying any additional costs to clients looking to use CarbonIQ.

Our goal is to sit down with the Canadian leaders of all media holding companies to compare methodologies and results, to advance the discussion for standardisation. Only once uniform measurement is available will there be an opportunity for clients to "optimize" their media investments towards reduced emissions.

Advertisers can receive GHG emissions reports by campaign, by quarter, or during the planning phase. Beyond a summary, the CarbonIQ calculator provides a detailed report by product. The reports measure Scope 3 emissions and can show equivalences of the emissions to things like driving a car, taking flights, or the number of trees needed to plant, to help sensitize partners.