Why subtitles in TV advertising are a game changer for engagement and accessibility

It’s estimated that less than half of television adverts in the UK are subtitled.

While UK regulations mandate that broadcasters provide subtitles for a substantial portion of their programming - up to 80% or more for major channels - there is currently no legislation requiring subtitles specifically for advertisements. This responsibility falls on advertisers themselves.

Why subtitles in TV advertising matter

The absence of subtitles in TV commercials means companies miss out on engaging with a significant audience, including the 12 million people in the UK with hearing loss.

By incorporating subtitles in TV advertising, brands can enhance accessibility, increase viewer engagement, and broaden their reach to a more inclusive audience.

The benefits of subtitles in TV commercials

Adding subtitles isn’t just about accessibility, the effects of this are wider ranging than you might think:

✅ Accessibility for the deaf & hard of hearing – subtitles make content accessible to those with hearing impairments, ensuring inclusivity.

✅ Improved comprehension – helps viewers understand dialogue, especially when accents, fast speech, or technical jargon are involved.

✅ Language learning support – reinforces vocabulary, pronunciation, and sentence structure for language learners.

✅ Better engagement in noisy environments – useful when watching in loud places (e.g., public transport, gyms) or when audio isn’t an option.

✅ Aid for different learning styles – some people process information better visually, making subtitles a valuable tool.

✅ Enhanced retention – studies show people retain more information when reading and hearing it simultaneously.

How TVADSWORK enhances ad accessibility

At TVADSWORK, we are committed to making every client’s commercial as accessible as possible. That’s why we now include the option of fully broadcast compliant, professionally implemented TV advertising subtitles with every advert we create. These subtitles can be activated through the viewer’s TV set, just like all other programming.

Make your TV commercial more effective and inclusive

So when considering your next TV commercial, talk to us about how we man make it effective, impactful, and, above all else accessible!

Don’t miss out on connecting with millions of potential customers.

Contact TVADSWORK to add professionally implemented subtitles to your next commercial.

hello@tvadswork.com