The shortcoming means viewers with disabilities aren’t engaging with brand messaging on TV.
Less than one in 10 television advertisements have accessibility features like closed captions or audio descriptions, according to a new report released on Thursday.
The report, from XR, underscores a major problem in the TV advertising space, one where brands are not connecting with a large demographic of viewers who rely on accessibility tools to enjoy shows and movies.
This shortfall underscores a major missed opportunity: brands are failing to connect with a vast audience of people with disabilities, a demographic that collectively represents trillions in global spending power.
Despite the increasing demand for accessible media, most television advertising remains largely inaccessible. The report highlights a growing cultural shift, with more than half of adults — including over 75 percent of millennials and Gen Z —reportedly watching content with captions turned on, even when viewing in their native language.
Closed captions don’t just support inclusivity; they also deliver measurable business benefits, with studies showing they can lift ad recall by 8 percent and increase brand linkage by 18 percent.
Now in its second year, XR’s global index evaluates the accessibility of TV advertising across three core areas: brand adoption, broadcaster enablement, and market-level enablers such as regulations and policy frameworks. A new metric introduced in this year’s report, called Enablement Level, provides deeper insight into how well markets are structured to support accessible advertising.
Procter & Gamble is among the brands embracing accessibility in their advertising strategies. “At P&G, we know that superior reach and communication lead to a superior shopping and product usage experience,” said Paul Gallagher, the Global Brand Accessibility Leader at Procter & Gamble. “We’re working to make sure everyone can access our ads, so we can better reach all our consumers.”
Findings from the report show significant gaps. In 2024, only 9 percent of TV ads included closed captions, and just 1 percent had audio descriptions. While broadcasters are largely ready—with readiness levels ranging from 30 to 100 percent—brand adoption trails behind, with most markets reporting adoption below 30 percent. Connected TV advertising is even further behind, with less than 1 percent of ads incorporating accessibility features.
“Making ads more accessible isn’t just the right thing to do, it’s a smart business decision,” said Donna Bungard, the Director of Accessibility at Indeed. “Inclusive design expands your reach, plain and simple.”
XR’s findings are based on an analysis of 650,000 creative assets and nearly 12 million ad deliveries across 100 countries, offering one of the most comprehensive looks at accessibility in advertising to date.
