Making mainstream TV ads work for blind and partially sighted viewers

In recent years, numerous articles and guidelines have been published on making audio-visual ads accessible across various platforms, including linear TV and online.

One of the core principles of inclusive design is to consider accessibility from the outset. In the case of ads, accessibility should be factored in from the storyboard stage. While audio description is a widely used tool, it requires carefully timed pauses between the voiceover and any critical sound effects, making early planning essential for content as short as 30-45 seconds.

Ads that are audio-led can still be made accessible by embedding key information (product, brand, offers) into the narration and sound design. This approach particularly benefits online platforms, most of which don’t support secondary audio tracks. Without built-in accessibility, viewers who rely on audio description are forced to search for separate versions, leading to a poor user experience.

Co-creation has also been widely discussed but still lacks implementation in many workflows. Including blind and partially sighted people in focus groups and audience testing provides valuable feedback and enhances the overall accessibility of ads.