TLDR
About $200m of the $1 billion spent on broadcast TV ads in the first half of 2026 went on spots many deaf and hard of hearing viewers could not follow, EssenceMediaCom estimates. Captions are also the default for most viewers under 35.
KEY TAKEAWAYS
Australian advertisers spent about $200m in the first half of 2026 on TV ads that many deaf and hard of hearing viewers could not follow, EssenceMediaCom Sydney's head of strategy Marine Turner estimates. The figure came out of an industry session on captioning reported by B&T this week.
"According to the latest SMI data, $1 billion was spent on broadcast TV in the first six months of this year alone," Turner said. Her estimate applies the share of Australians who are deaf or hard of hearing, about one in five, to that spend.
A rough number with a firm point
The $200m is a simple multiplication, not a measured loss. It assumes none of the spend was captioned and that the audience matched the population.
The research presented alongside it makes a stronger case. A study by Shift 20 with The Research Agency found 39% of Australians use closed captions when watching video, 49% of people with disability do, and 68% of 18 to 34 year olds do, whether or not they have a disability.
That last figure moves captions out of the compliance file. For an ad aimed at under-35s, an uncaptioned spot ignores how most of that audience says it watches video.
Other markets are stricter
In Canada, ads cannot go to air without closed captions. US networks require captions on content longer than five minutes, Channel 4 in the UK requires them on all advertising, and ITV and Sky recommend them.
Deafness Forum Australia chief executive Rhonda Locke also took part in the session.
A spec, not a campaign
WPP Media's Alice Charlton said the problem sits with media teams and so does the fix, which is to "put the requirement for closed captions into your media specs as standard". Shift 20 lead Priya Addams Williams said captioned assets ensure "the deaf and hard of hearing community can meaningfully engage with your campaigns".
The practical step is small. Ask the creative and media agencies whether every spot is captioned before it is trafficked, and add it to the delivery checklist.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
How much TV ad spend goes on uncaptioned ads in Australia?
How many young Australians use captions?
Which countries require captions on TV ads?
How can advertisers make sure ads are captioned?
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
