HOTLINE: Advertisers are missing out according to the RNID

Advertisers are missing out by omitting subtitles from their commercials, according to the Royal National Institute for the Deaf. The subtitling organisation, ITFC, charges around £350 to add subtitles to a TV ad, but 60 per cent of the 30,000 commercials approved by the BACC last year did not include them. According to NOP research, nearly 10.9 million adults - 23 per cent of the population - watch television with subtitles at least some of the time.

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