The most accessible games yet
Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet.
The commitment builds on the previously announced goal to include subtitles on the broadcast of all live sporting action from the Olympic Games. Subtitled advertising will be supported across Channel 4 television, More 4, 4Seven, and Channel 4’s streaming platform.
Channel 4 has undertaken significant technology and operational work to prepare for these changes. The network will work closely with its industry partners, including brands, agencies, Peach, XR Extreme Reach, and Clearcast, to ensure advertising during the Paralympic Games is accessible.
“We would like all of our brilliant advertising partners to deliver their TV advertising with subtitles embedded to make this the most accessible Paralympic Games ever. Our partners at Peach, Extreme Reach, and Clearcast are on hand to help, and we will support brands to make their ads accessible. Improving the accessibility of TV advertising is going to be a journey for the industry, and we are committed to helping to drive the process.”
Verica Djurdjevic, Chief Revenue Officer at Channel 4
Accessible sponsorship idents
Channel 4 also unveiled its accessible sponsorship idents ahead of the Paralympic Games. Toyota and Allianz will sponsor the coverage on Channel 4, More4, and the broadcaster’s streaming services and social platforms. These sponsorships will introduce the UK’s most accessible sponsorship idents to date.
The sponsorship deals were facilitated by Toyota’s full-service agency, T&Pm (formerly The & Partnership and MSix & Partners), and Allianz’s media agency, Mindshare UK. Allianz’s idents will include audio description, while the LV= idents will incorporate British Sign Language and subtitling. Toyota’s idents will also feature British Sign Language and subtitling. These accessibility features will be integrated directly into the creative content, activated for all audiences.
The Allianz idents were created in-house, with the independent agency Recipe producing the LV= idents, and T&Pm handling the Toyota creative. The first idents from Allianz will air on 15 July during the 4Thought slot at 19:55, following Channel 4 News. They will also appear around the first of 12 three-minute films showcasing British Paralympians, which will be broadcast each evening leading up to the tournament starting on 28 August.
“Everything we’re doing in Channel 4 Sales ahead of the Paris 2024 Paralympic Games is about boosting positive attitudes to disability among our partners. The shared commitment across our partners Allianz and Toyota, brought to life through the new idents, is a new benchmark in the accessibility of TV sponsorship. The fact that the accessibility features of these idents are baked into the creative as standard, and not optional, is what makes this collaboration stand apart.”
Rupinder Downie, Content Solutions Leader at Channel 4
Changing attitudes towards disability
According to the RNID, 18 million people in the UK experience hearing loss and deafness. Channel 4 Sales reports that only 25% of advertising received by Channel 4 is enabled for subtitles.
Today’s commitment builds on Channel 4 Sales’ dedication to changing attitudes towards disability, including its Diversity In Advertising Award, which has enhanced disability representation in TV advertising through campaigns by Maltesers (2016), Lloyds Bank (2017), and Vanish (2022).
Source: egtaknowledgehub.com
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
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 CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
