In this week’s egtabite we explore an initiative carried out recently by ITV on the occasion of the Deaf Awareness Week, which included a special silent ad-break takeover.
Well-loved by ITV’s audience and reaching millions of viewers every weekday, Loose Women has made its mark by providing a platform for women of all walks of life to discuss issues that are important to them. It is not just a talk show, but a vibrant celebration of womanhood, embracing the diversity and complexity of the female experience in a wonderfully refreshing way.
From breaking down stereotypes, and championing body positivity, to tackling hard-hitting topics with grace, humour and empathy, Loose Women has firmly placed itself at the heart of the UK’s daytime TV schedule. Each ‘Loose Woman’ brings her unique voice to the table, ensuring that a wide variety of viewpoints are explored and celebrated. This lends to the show’s dynamism, keeping the discussions fresh, relevant, and reflective of British society.
Collaboration with the deaf community
As part of Deaf Awareness Week, running from the 2nd – 8th May 2023, a fully accessible special episode of Loose Women aired, featuring a fantastic panel including Rose Ayling-Ellis – BAFTA winner and Strictly Come Dancing star. Rose brought a poignant first-hand perspective on the realities of everyday life as a deaf person, sharing her experiences with humour, honesty and warmth, and bringing a refreshing and memorable energy to the show.
The Loose Women team worked alongside charities Royal National Institute for Deaf People, Sign Health and The Deaf Collective, and the show’s audience was made up of the deaf community, along with family, friends and BSL (British Sign Language) signers, with captions available to the live audience to make the live show accessible. During the episode, Loose Women fans were able to watch a linear feed with subtitles, or access a version on ITVX with subtitles and an ‘in vision’ signer.
Silent ad-break
To further emphasise the themes of accessibility and inclusion that the episode embodied, ITV Commercial also worked with advertising partners, including Cadburys, Aldi, Boots Hearingcare, McCain’s and HSL, to create a very special silent ad-break.
The ad break takeover emulated the deaf experience by presenting all audiences with silent TV commercials. Captions and sign language interpretation were included to make the ads accessible and to highlight the value of these access services.
Discover egta’s special Expert Series on ad accessibility. The series showcases thought-provoking interviews with esteemed industry experts who have been at the forefront of driving change and championing accessibility, featuring Josh Loebner (Global Head of Inclusive Design, Wunderman Thompson), David Padmore (Director of Accessibility, ITV), Chris Goldson (Director of Commercial Marketing & Pitch Development, ITV) and Taide Guajardo (Chief Brand Officer P&G Europe).
Listen on Spotify or watch the videos.
OTHER CASE STUDIES
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE
9. 12. 2024Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
9. 12. 2024In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste. To achieve this, Dentsu and Ads & Data partnered with Cristal to… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK