• by Wayne Friedman , January 10, 2011

CBS will be giving a stamp of approval to its eco-friendly TV advertisers.  

An "EcoAd" visual "digital" leaf will be put on TV commercials for those advertisers that are green. CBS says viewers who see these ads will know the brands are sponsoring environmental projects -- solar installations, energy efficiency retrofits of schools and buildings and affordable housing.

Sponsors that have signed on include Chevrolet, Safeway, O Organics, SunPower Corp., Boston Scientific, PG&E, Massachusetts Clean Energy Center, Pacific Coast Termite, Port of Los Angeles and International Brotherhood of Electrical Workers and Avidia Bank.

The EcoAd provides advertisers with the option of purchasing "sustainable media," which the network deems added value beyond traditional advertising. The EcoAds will begin airing in CBS markets next week. A portion of the dollars spent on the EcoAds will go toward funding environmental and clean energy projects.

CBS says the EcoAd leaf is available to all TV sponsors. EcoAd advertising packages are available across CBS platforms -- network, local television, radio, outdoor and online.

Paul Polizzotto, president of EcoMedia, stated: "When an ad features the leaf, it sends a powerful message to viewers that the brand is committed to both the environment and the communities they serve."

"We are really part of a larger community of sustainable companies, so ... to help kids understand the benefits of organics, nutrition and sustainability is a good opportunity for Safeway and O Organics," added Alex Petrov, VP Consumer Brands, Safeway.