Super Bowl ads - captions

Superbowl Ads and Commercials

Captioned Not Captioned
2015 Super Bowl
February 1, 2015 - Super Bowl XLIX - Seattle Seahawks vs New England Patriots
The Super Bowl XLIX story could have been that the Seattle Seahawks snagged two back to back Super Bowl victories, but sadly for them, it wasn't. While the Seahawks managed to stay in the lead after the third quarter, the Patriots found their way ahead in the last 8 minutes of the game. While there's no question that Super Bowl XLIX MVP Tom Brady was a leading factor in the final score, some wonder if bad calls, or even bad behavior on the part of the Seahawks didn't share some blame in the 28-24 loss.

Brady, a three time Super Bowl MVP, completed 37 passes for 328 yards for four touchdowns. Brady's fourth quarter pass to Danny Amendola brought the Patriots just 3 points behind the Seahawks and he closed up scoring with the pass to Julian Edelman for another touchdown with just 2 minutes remaining.

After that... well the rest is history.

The New England Patriots marked their 8th Super Bowl and their 4th Super Bowl victory with the 28-24 win over the Seattle Seahawks.
While the Super Bowl will draw millions of viewers and have people talking about everything from the players and coaches, to the fans, food, and entertainers, who's talking about the millions of viewers who are excluded; the deaf or hard of hearing?

Captions.Com is a non-profit service that is dedicated to only one thing, the exposure of companies that do not support captioning for the Super Bowl Ads.  Captions.Com has provided this service for over ten years.

We sometimes wonder why advertisers simply overlook the Deaf as an audience, and overlook millions of people that are in situations where they cannot hear what is going on the TV, for example bars, lounges and private gatherings.  Many of the viewers simply cannot hear the ads - what are they missing?

Super Bowl commercials seem to receive more hype than the game. The commercials spots for Super Bowl XLIX sold out in record time as advertisers vie for the highly sought-after opportunity to connect with the 111.5 million viewers who tune-in to watch the game and, perhaps with just as much draw, the Super Bowl Ads.

Marketing companies continually attempt to meet rising viewer expectations when producing their spots. Millions of dollars are spent by companies promoting their products. This year's advertisers paid an average of 4 to 4.5 million dollars to secure a 30-second commercial during the game. The exposure they receive, and the money they make, is tremendous.

Each year Captions.Com monitors the commercials during the game to see which are captioned for the Deaf and Hard of Hearing. We then display those who captioned and those who did not.

  • A 30-second ad during the Super Bowl is 4  to 4.5 million dollars - ($4,000,000.00).
  • The cost to caption that ad is approximately $200.

Check below to see how many sponsors were willing to spend the extra money to make their ad accessible and connect with the 28 million Americans who are deaf or hard of hearing.

Captions.Com has compiled the following list of captioned and non-captioned commercials that were aired during the Super Bowl. We have tried to link to a contact page for each company. On some sites, we could not find a contact page. If you find that information, please let us know and it will be posted. Please take the time to thank the companies who have included captioning and let those who have not know that it is important to you.

Background and Disclaimer: This site is maintained by several parents that have no relationship with any of the sponsors or do not have any relationship with captioning services.  Information for this site was obtained through casual observation and should not be considered definitive, although efforts were diligent.


2015 Results


From movie trailers to all the shiny new cars, nearly all of the commercials aired during Superbowl XLIX were captioned!!! Way to go!!

Let's see who didn't want to spend the extra money for their commercials to reach their entire audience, which includes the millions of hearing impaired viewers....

Not Captioned
Cenex - With "community stewardship" touted as a top company value, Cenex has a little to learn about the needs of their hard of hearing community as well. Contact Cenex today and let them know that spending the extra money to caption their commercials would be a great way to show that "community stewardship," and to put their money where their mouth is.

Find Cenex on:
Contact Cenex

Mills Fleet Farm - While not a national company, Mills Fleet Farm, is a top Midwestern chain that can afford a Superbowl ad. That being said, they should be able to afford to caption their commercials. The Midwest is not immune to the the needs of the hearing impaired and you can help Mills Fleet Farm get on board for all their viewers by contacting them with your concerns.

Find Mills Fleet Farm on:

Contact Mills Fleet Farm

Georgia-Pacific / Koch Industries - A manufacturer of more than a few products that make our lives easier right? So why can't they caption their commercials to make life easier for those millions of American who are hard of hearing and deaf? All it takes to make a change are just a few voices. Let Georgia-Pacific and Koch Industries know how many lives they could touch by caring about the hearing impaired too!

Find Georgia-Pacific on:
Contact Georgia-Pacific

Find Koch Industries on:
Contact Koch

The Church of Scientology - For a religious and "humanitarian" organization, The Church of Scientology sure has a lot to learn about the needs of millions of American who are hard of hearing or deaf. Not only are the millions of deaf Americans disregarded as an audience, they are also losing the benefits described by advertisers in the commercials. Help the deaf and hard of hearing by letting the Church of Scientology know that the few hundred dollars it costs to caption are worth it EVERY TIME.

Find The Church of Scientology on:
Contact The Church of Scientology


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