SBS has cemented its commitment to sustainability and cultural representation, unveiling its first Sustainability Report, launching a new advertiser-focused initiative, and celebrating record investment in First Nations media at its 2026 Upfronts.
The broadcaster used the Sydney event to launch SBS Brief Green, a new toolkit designed to help brands align their media strategy with climate commitments.
“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,” said Lee Callagher, SBS acting director of media sales. “It is an opportunity to achieve premium exposure and at the same time lead the industry toward a more sustainable future”.
The package includes Scope3 measurement in a new Carbon-Optimised Media Plan, an SBS On Demand sustainability hub, and partnerships with SBS CulturalConnect to support sustainable consumer behaviours.
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… SBS’s first Sustainability Report 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”.
The newly released SBS Sustainability Report 2025 highlights key milestones, including the transition to 100 per cent renewable energy, setting a 2045 Net Zero target and becoming the first Australian broadcaster to have its near- and long-term emissions targets validated by the Science Based Targets initiative.
“I am very pleased that we are setting an ambitious date of 2045 for Net Zero on all emissions, including Scope 3. This is a space where SBS can and should lead the industry,” said outgoing managing director James Taylor.
SBS CFO Nitsa Niarchos added: “By embedding ESG into its strategy and governance structures, SBS sets a clear standard for the industry as a contemporary national broadcaster in an increasingly diverse and complex world”.
A Win For Cultural Diversity
Alongside its environmental commitments, SBS also highlighted the growth of National Indigenous Television (NITV), celebrating record commercial investment from brands such as Coles, Toyota, and NRMA Insurance.
According to the latest Census data, First Nations peoples represent 3.8 per cent of the Australian population. Still, it’s estimated that less than 0.3 per cent of advertising in Australia invested in media is dedicated to reaching these audiences – SBS is working to change that narrative.
“Every dollar invested in NITV builds a strong national platform for First Nations voices, which allows us to drive real impact for community and for brands,” said Anna Dancey, National Sales Manager, NITV.
Dancey noted a 7 per cent rise in total consumption and an 11 per cent year-on-year increase in prime-time TV audiences, despite a declining TV market.
“For clients seeking new communities to unlock or extra market share, this is a powerful opportunity to build brand relevance and loyalty with tomorrow’s buyers, leaders and trendsetters. NITV is the place to reach them,” Dancey said.
“I often get asked, who is doing it well? NRMA Insurance led the way in 2023 by committing 3 per cent of their marketing budgets to First Nations media… Toyota backed Indigenous sport, helping us broadcast the National Indigenous Cricket Championships for the first time this year. And when Beyond 3% launched, Coles answered the call, recognising the value of including ongoing investment in NITV as part of their annual spend”.
