Channel 4’s new subtitles rule: a CMO playbook

Thu, 18 Jun 2026 17:24:49 +0200

What’s changing: From 1 March 2026 Channel 4 will require closed‑captions on all new advertising creatives, across both linear and streaming (including sponsorship idents).

Why it matters for your brand: Subtitled ads improve reach, perception and accessibility with audiences who use captions (whether they need to or prefer to).

What to do now: Update brand/production guidelines, budget for closed captions (£200 per TVC with us) and talk to the agencies you work with.

Everyone is Watching with Captions On - 2026

Mon, 08 Jun 2026 15:33:40 +0200

In the latest report from XR they highlight a new XR study which shows captions are the new default for younger viewers

Top accessible Christmas ads 2025

Mon, 15 Dec 2025 18:08:40 +0100

Christmas ads get a lot of attention every year, but one of the most encouraging shifts has been how many brands are finally thinking about accessibility from the start. More ads now come with captions you can read, audio description that explains what’s happening on screen, and clearer visual storytelling that works even if you’re watching on mute. It’s a small change for brands but a big difference for anyone who normally gets left out of these big cultural moments.

An accessible Christmas ad is one that people can follow no matter how they watch. That usually means reliable captions, steady pacing, recognisable visual cues and narration that gives context. Some ads go further with dedicated audio-described versions or built-in descriptive voiceovers. Together, these choices make festive advertising feel more open, more thoughtful and more reflective of the audiences who see it.

Matalan Makes Every Moment Shine This Christmas With "It's Showtime"

Thu, 18 Jun 2026 17:30:18 +0200

This Christmas, Matalan takes centre stage with “It’s Showtime,” a new multi-channel campaign celebrating the joy, pride, and excitement customers feel when preparing for the festive season. After all, Christmas isn’t just any show – it’s the show and Matalan is here to help its customers make it a masterpiece. Developed in collaboration with McCann Manchester, the campaign continues to deliver on Matalan’s everyday style, quality and value showcasing collections across homeware, womenswear, menswear, and kidswear, positioning the retailer as the go-to destination for creating a show-stopping Christmas.

Making TV ads accessible: subtitles

Mon, 13 Oct 2025 13:06:29 +0200

Advertising should be for everyone, but most ads are not fully accessible to the audience they are reaching. Most TV ads are not currently designed with accessibility in mind or don’t have access services like subtitles or audio description to help make them more accessible.

RNID estimates that 1 in 3 adults in the UK are deaf, have hearing loss or tinnitus. That’s the equivalent of 18 million adults who can’t easily access or understand TV ads.

The easiest way to help make your ad more accessible to this audience is to add subtitles (sometimes called closed captions).

In this deck, find out about subtitle capability on UK TV, and how to easily add subtitles to your ad to maximise your TV campaign's impact.

McCann launches “Alt By Default” initiative ahead of World Sight Day

Mon, 01 Dec 2025 18:26:06 +0100

With 16%* of the global population living with a visual impairment, only 10%** of TV ads worldwide currently include accessibility features. In the UK, the figure is just 1%** – despite more than two million people living with sight loss, a number expected to double by 2050***. To mark World Sight Day, an international event that raises awareness of blindness and visual impairment, McCann’s Alt by Default initiative aims to address this stark imbalance by integrating audio description (AD) into all TV adverts with participating clients and brands wherever possible – setting a new standard for inclusive advertising across the industry.

Why Disability Must Be at the Heart of Inclusive Advertising

Tue, 09 Sep 2025 10:39:41 +0200

There’s no true diversity in advertising without disability. Despite making up 22% of the UK population, disabled people remain vastly underrepresented in marketing campaigns—appearing in just 0.06% of UK ads.