Superbowl Ads and Commercials

Captioned Not Captioned
Update for the 2010 Super Bowl -
February 7, 2010 - Super Bowl XLIV                                           Indianapolis Colts vs New Orleans Saints
Super Bowl Ads - 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 they missing?

Super Bowl commercials seem to receive more hype than the game. The commercials spots for Super Bowl XLIV sold out in record time as advertisers vie for the highly sought-after opportunity to connect with the 97.5 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 2.7 million dollars (and as much as 3 million dollars) to secure a 30-second commercial during the game. The exposure they receive, and the money they make, is tremendous.

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 2.7 million dollars - ($2,700,000.00).
  • 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.

Background and 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.


2010 Results

Not Captioned
Dairy Queen
Callaway Golf
Universal Studios

The following companies ran ads that may not have required captioning. They primarily used music.
The Wire





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