Many of us don’t really give subtitles much thought, especially when it comes to TV commercials. However, to a significant percentage of the population they offer a lifeline. 18% of the population suffer from a hearing impairment or other conditions that make subtitles vital to both their comprehension and enjoyment of TV.
Channel 4 have recently made it a requirement that all advertisers include subtitles on commercials that air on their platforms. Whilst we can’t deny this has small workload and cost implications, we are pleased to see steps being taken to ensure TV advertising is accessible and enjoyable to all.
However, the argument for subtitles goes beyond inclusion and accessibility. The way we consume media is changing, rapidly. The reality of modern viewing habits is that TV is watched in less than ideal circumstances. From catching up on the news in the office to watching sport on the train, the environment is often far from optimum when it comes to audio. Increasingly, content is being viewed with sound off and captions on. If your message relies entirely on sound, a significant proportion of your audience may never receive it.
Subtitles are not just good for those who need or prefer them. They’re a positive step for advertisers too. When you combine those with additional audio needs and those who just prefer watching with captions on, you’re talking about a sizeable number of potential new customers. Enabling more people to fully engage with the content is a crucial step in maximising returns. Subtitles should not just be viewed from a compliance angle but as an opportunity to engage the largest possible audience. Why wouldn’t you want to make sure every single impact hits as hard as is can?
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