October 3, 2024
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While in France, between 8 and 10 million French people suffer from deafness* and nearly 2 million French people have a vision problem**, advertising spots broadcast on TV still remain too inaccessible to these audiences. .
Faced with this observation, M6 Publicité is mobilizing to promote the integration of subtitling solutions for the deaf and hard of hearing and audio description in advertising spots broadcast on TV.
Since 2023, M6 Publicité has offered to offer 1st subtitling for deaf and hard of hearing advertisers who have never integrated this subtitling into their spots***. A service renewed on the occasion of the publication of M6 Publicité’s TV Video 2025 General Terms and Conditions.
Today less than 1% of advertising spots broadcast on television are audio described****. M6 Publicité continues its awareness-raising actions for more inclusive TV advertising and offers to offer 1st audio description for advertisers who have never integrated this solution into their spot***.
M6 Publicité is once again teaming up with Peach and XR Extreme Reach, leaders in advertising broadcasting, and is launching this new audio description service on the occasion of the National Day of the Blind and Visually Impaired on October 4.
These subtitling and audio description services are available on all M6 Group channels.
“It is very important that all our content (editorial and advertising) is accessible to as many people as possible. A first step was taken in 2024, with encouragement to produce more advertisements including subtitles. Quite naturally in 2025, audio description must also become a reflex in the production of future spots. »
Frédérique Refalo, Deputy General Director in charge of Development and CRM, M6 Publicité.
“Developing the accessibility of advertising is a powerful lever for improving media effectiveness with 13% of the French population suffering from a hearing and/or visual disability and who feels excluded by brand communication. It is therefore with our greatest support that we welcome this desire of M6 Publicité to mobilize French advertisers for the accessibility of advertising creations. »
Laurent Oppenheim, Director of Business Development, Enterprise Sales, XR – Extreme Reach France.
“Peach is delighted to partner with M6 Publicité for the 2nd consecutive year to support the accessibility of advertising content and thus enable new advertisers to promote the inclusion of the population affected by a hearing or visual disability. »
Marie Terrier, Business Development & Key Account Manager France, Peach.
* DREES // ** Federation of the Blind of France
***Offer subject to conditions, contact us.
****AACC (2022 figures – based on collection of Peach & Adstream provider data)
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