Case study
Carbone 4 is assisting FranceTV Publicité in assessing the compatibility of promoted products with the low-carbon transition
Expertise
Employee count
320 employees
Location
With locations in 9 cities in mainland France and overseas territories
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https://www.francetvpub.fr/Made by
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In a context where advertising plays a pivotal role in shaping perceptions and consumer choices, FranceTV Publicité aims to strengthen its contribution to the transition to a low-carbon economy.
In line with its CSR commitments—as demonstrated, in particular, by its attainment of the Positive Company® certification in 2024, a first for an audiovisual advertising agency—the agency intends to leverage its resources to steer advertising investments toward products that are more aligned with climate goals.
There are two key issues:
Carbone 4 worked with FranceTV Publicité to assess the extent to which the promoted products align with the low-carbon transition, using its proprietary SCAP methodology.
This approach allows products to be classified on a scale from A to F, based on their degree of alignment with the pathways set out in the Paris Agreement, taking into account their entire life cycle.
The mission was organized into several stages:
The highest-rated products now enjoy greater visibility, both on television and across the group's digital platforms.
The automotive sector was prioritized because of its share of advertising spending and its central role in the transition to a low-carbon economy. Automakers are indeed facing profound changes (the electrification of their lineups, evolving usage patterns), which are likely to influence their marketing and advertising decisions.
Carbone 4 assisted FranceTV Publicité in analyzing the vehicles promoted based on a life cycle approach : emissions associated with manufacturing, use (fuel or electricity), and end-of-life.
This analysis makes it possible to calculate the carbon intensity of each vehicle (emissions per kilometer traveled) and to determine the associated SCAP.
The results can be used in several ways:
They thus make it possible to to identify the products most compatible with a low-carbon pathway, as well as those with the greatest discrepancies.
More than 200 campaigns Data from the mobility sector were analyzed, providing an initial baseline.
The findings show that the average score for products in this sector promoted by the advertising agency can be significantly improved by increasing the share of the most compatible products, particularly small electric vehicles.
Based on this, FranceTV Publicité has amend its General Terms and Conditions of Sale : Starting in September 2025, campaigns promoting products rated A, B, or C will benefit from preferential media placement (greater attention and recall).
This mechanism establishes a direct link between a product's climate performance and its media performance, promoting compatible products without excluding others.
The advertising agency's sales teams also have a simulation tool developed by Carbone 4, allowing you topredict vehicle scores as early as the prospecting phase, and to focus recommendations on products that meet these criteria (SCAP ≤ C).
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