While the Super Bowl will
draw millions of viewers and have people talking about
everything from the players and coaches, to the fans, food,
and entertainers, who's talking about the millions of
viewers who are excluded; the deaf or hard of hearing?
Captions.Com is a non-profit service that
is dedicated to only one thing, the exposure of companies that
do not support captioning for the Super Bowl Ads.
Captions.Com has provided this service for over ten years.
We sometimes wonder why advertisers simply overlook the
Deaf as an audience, and overlook millions of people that
are in situations where they cannot hear what is going on
the TV, for example bars, lounges and private gatherings.
Many of the viewers simply cannot hear the ads - what are
Super Bowl commercials seem
to receive more hype than the
game. The commercials spots for
the Super Bowl sell out in record
time as advertisers vie for the highly sought-after
opportunity to connect with the 111.5 million viewers who
tune-in to watch the game and, perhaps with just as much
draw, the Super Bowl Ads.
Marketing companies continually attempt to meet rising
viewer expectations when producing their spots. Millions of dollars are spent by companies promoting their
products. This year's advertisers paid an average of 4 to
million dollars to
secure a 30-second commercial during the game. The
exposure they receive, and the money they make, is
Each year Captions.Com monitors the commercials during
the game to see which are captioned for the Deaf and
Hard of Hearing. We then display those who captioned and
those who did not.
- A 30-second ad during the Super Bowl is 4 to 4.5 million dollars -
- The cost to caption that ad is approximately $200.
Check below to see how many sponsors were willing to
spend the extra money to make their ad accessible and
connect with the 28 million Americans who are deaf or
hard of hearing.
Captions.Com has compiled the following list
of captioned and non-captioned commercials that were aired
during the Super Bowl. We have tried to link to a contact
page for each company. On some sites, we could not find a
contact page. If you find that information, please let
us know and it will be posted. Please take the time
to thank the companies who have included captioning and
let those who have not know that it is important to you.
Disclaimer: This site is maintained by several parents
that have no relationship with any of the sponsors or do not
have any relationship with captioning services.
Information for this site was obtained through casual
observation and should not be considered definitive,
although efforts were diligent.