Technology platform XR Extreme Reach has released its 2024 Global Accessibility Index, which shows how accessible commercial TV advertising is around the world. The index includes the company’s research of more than 800,000 creative pieces in 102 countries, including Canada, and an analysis of current regulatory information on accessibility in major markets.
According to the report, there is a growing global shift towards accessible advertising. Brands are increasingly integrating DEI objectives into their core strategies, as consumer preferences increasingly favor brands that are inclusive.
However, there is still much room for improvement. The report shows that 83% of global ads don’t meet basic accessibility standards, and only 17% of the global creative analyzed includes closed captioning, audio description or a combination of both. No country has reached a fully realized level of accessibility maturity.
Accessibility features such as audio descriptions remain underutilized worldwide, accounting for only 4% of usage, with much lower adoption of sign language.
The survey also found that the amount of accessible ads available on digital platforms is quite limited. For example, closed captioning and audio descriptions appear in less than 1% of digital video ads in the U.S.
Canada compared to the rest of the globe
Canada stands out as a world leader. Regulations enacted by the Canadian Radio-television and Telecommunications Commission demand that all audiovisual advertisements incorporate closed captioning. In the U.S., around 16% of linear ads include closed captioning, while countries in Latin America, such as Brazil, also show some adoption, with 20% of ads including closed captioning and 4% audio description.
In Europe, the adoption of accessibility features varies significantly. Ireland leads the way, with 30% of spots with closed captions and 3% with audio descriptions. The U.K is close behind, with 25% of ads with closed captions and 1% with audio descriptions. About 6% of commercials in Spain include closed captions and 2% audio descriptions.
XR Extreme Reach president of global operations Simon Sikorski tells MiC that while closed captioning is widespread in Canada, growth rates for other accessibility features, including audio description, remain relatively low in the country. This means that even when advertisers include accessible features, those ads are not necessarily airing with audiodescription enabled, Sikorski says.
The use of audio description in advertising is 0.5%, and only 20% of broadcasters accept this feature for broadcasting. Also, closed captions in digital video are mostly non-existent in Canada, according to the study.
“We still need the industry to push for accessibility features in digital and to look at other forms like audio description,” Sikorski says.
For him, the country’s advanced digital infrastructure could generate initiatives to expand the use of more accessibility tools in the future. “Marketers also should take a consumer-centric approach by proactively integrating accessibility from the start of the creative process,” Sikorski adds. “Collaborating with agencies, technology providers and advocacy groups can drive change and lead to better outcomes through shared knowledge and resources.”
