Updated April 2026
You may have noticed that we’ve been working hard lately to encourage the industry to consider people with differing needs when making TV ads. With more than 1 billion people worldwide living with some form of disability, it makes logical sense for brands, broadcasters and creative agencies to ensure that ads are accessible for the widest possible audience. Here, we focus on one specific access service: audio description (AD).
There are over 2 million people in the UK living with sight loss, yet only a small proportion of TV ads are thought to be audio described. Its estimated that only 40% of ads have subtitles, with even fewer offering AD. That gap is what this blog addresses.
In this blog we’ll cover:
- What is audio description?
- Why audio description matters for your ads
- What makes audio description work well in a TV ad
- How to commission audio description for your ad
- Ready to make your ads more accessible? Helpful resources to get you started
Let’s begin with the basics.
What is audio description?
Created as an additional audio track which can be switched on by the TV user, AD narrates any essential information found in the visuals, allowing blind or visually impaired people to comprehend the ad. This descriptive commentary exploits pauses in the soundtrack to weave in explanations of characters, actions, locations, facial expressions, body language, costumes or text.
Although British Sign Language (BSL) and subtitles can help the deaf and hard of hearing, audio description specifically helps people who are blind or visually impaired.
Why audio description matters for your ads
Social responsibility
There are over 2 million people in the UK living with sight loss. TV advertising is a part of public life and everyone deserves to experience it. Help an otherwise excluded group engage with something that so many of us take for granted. To put it simply, it’s a good thing to do.
Reach and commercial logic
You’ve spent significant budget on your creative, so why limit its potential audience? Brands who understand this and utilise AD are reaching an otherwise untapped market. And long-term brand loyalty is built through inclusivity and demonstratable evidence that your brand values align with those of a modern audience.
Industry momentum
The expectation of accessibility is gaining momentum. We’ve worked hard to shift industry norms, especially with the inclusion of subtitles (even winning us an EASA social impact award!), but its not only us. Leaders from across the industry came together to form The Ad Accessibility Network and, most recently, Channel 4 announced that all of the ads on their channels will now require subtitles – signalling the direction of travel for this important topic.
What makes audio description work well in a TV ad?
The tricky part, is not only conveying the on-screen action succinctly and clearly, but making it an enjoyable experience too. Really successful AD can convey the overall feel or vibe of an ad, perhaps with a charismatic performance from the actor, without compromising on key information taken away. And all of this must fit into both the ad’s runtime and the it’s natural pauses too – no mean feat. But, sometimes less is more, as Dave Williams from RNIB explained during our Ad Accessibility Training “a few well-chosen words can be enough.” Here’s a tip – try listening to your ad with your eyes closed and asking yourself ‘how can I capture their attention without visuals?’
Although tricky, don’t let the challenges put you off. Much like other potential barriers, if you consider it at conception stage and work with a good quality provider (like Clearcast AD!), any difficulties can be overcome with good planning and creativity. One of the main recommendations to come out of our accessibility survey results, was that “working in costs and [deciding] which features of accessibility you’d like to use, as early as possible” is the leading factor to achieving success.
How to commission audio description for your ad
Timeframes
Ideally, start working on your AD track at the start of the production process. This allows enough time for your AD supplier to do the writing, recording, mixing and editing. Plus, getting Clearcast AD involved early on, means we can work with you on the creative itself, to ensure it leaves room for great AD.
This also allows good time for us to clear your AD track. Unlike subtitles, which don’t need separate clearance as they often reflect the same content already being assessed in the ad, AD does need clearance of its own.
If commissioning post-production, allow at least three to four days, in case it needs any changes or rounds of approval.
Finding a provider
We’ve now launched Clearcast Audio Description where you can get a bespoke audio description track written, recorded, mixed and produced specifically for your ad.
Uploading your AD track
When you upload your final clocked ad to The Library, you’ll be asked whether it includes AD. Slide this toggle to ‘yes’ and upload the file – it’s as simple as that. If your AD track needs edits in alignment with script changes however, you’ll need to provide a new track. So, make sure you keep in contact with your provider to ensure a smooth process.
Ready to make your ads more accessible?
Learn more with our recommended resources below.
- Get Subtitles for your ad – With Clearcast Subtitles.
- Book Ad Accessibility Training – For practical advice for beginners who want to do it well (featuring input from RNIB, RNID and people with the lived experience).
- Read our latest Ad accessibility news and blogs – To stay up to date.
- Explore the Ad Accessibility Network hub – For essential info and resources.
- Check out the Reframe: Guidance for Marketers on accessible advertising (by ISBA & Flock Associates) – For broken-down guidance on getting it right.
- Browse the egta knowledge hub and Thinkbox hub – For further useful resources.
By Alyx Leeming