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
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
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 -
- 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.