Why are adverts louder than TV programmes?

[fivesixseven8]

In light of this http://news.bbc.co.uk/1/hi/uk/8519231.stm in the news today.
What is the reason for this? If there even is a reason that is. Some advertising/marketing psychology BS?

[staceyb]

To grab your attention, the change in volume wakes you up again and makes you focus on whatever is being sold.

[sinizter]

staceyb said:

To grab your attention, the change in volume wakes you up again and makes you focus on whatever is being sold.

Perfect answer.

[fivesixseven8]

sinizter said:

staceyb said:

To grab your attention, the change in volume wakes you up again and makes you focus on whatever is being sold.

Perfect answer.

I thought as much. Thank god for the volume levelling feature on my AV amp.

[Jonny671]

I thought it was so you could hear it from the kitchen whilst making the tea?

[Man-At-Arms]

now this is a loud advert

[Jonny671]

Now this is a tt.

[Asterix]

A bloke in the US came up with a device that could sense the increase in noise signal and would reduce or mute the ads for you.

Most punters thought it brilliant but it was deemed illigal, after significant lawsuits by loads of companies, by the supreme court for restricting trade (or some other bks).

Shame really.

[road_rager]

I do the sound for ads for a living........

We make the ads as loud as is possible for each broadcaster as a matter of course.... so as far as I'm concerned they should make sure the program content is a loud as possible too! On the occasions when I'm mixing programs I always make sure I go as loud as possible with my peak bits.. others should do the same

HTH

[road_rager]

fivesixseven8 said:

In light of this http://news.bbc.co.uk/1/hi/uk/8519231.stm in the news today.
What is the reason for this? If there even is a reason that is. Some advertising/marketing psychology BS?

Also having just read this...... I often make the ads for all of the ITV channels and they are very strict on the levels... You have to mix to a 'loudness' meter, so in the case of sherlock holmes (being such an old series) the should have run the audio for the entire program through a compressor at the very least, but i guess they didn't!

[buggalugs]

road_rager said:

fivesixseven8 said:

In light of this http://news.bbc.co.uk/1/hi/uk/8519231.stm in the news today.
What is the reason for this? If there even is a reason that is. Some advertising/marketing psychology BS?

Also having just read this...... I often make the ads for all of the ITV channels and they are very strict on the levels... You have to mix to a 'loudness' meter, so in the case of sherlock holmes (being such an old series) the should have run the audio for the entire program through a compressor at the very least, but i guess they didn't!

Do I understand this right, you're saying that they should compress (i.e. make crap) the audio for normal programs to match the adverts?

[onomatopoeia]

The ads aren't louder than the programmes, they have compressed dynamic range so the whole ad is consistently loud in an attempt to make it hard to ignore, whereas only small amounts of the programme will be loud (e.g. gunshots, explosions and so on).

[road_rager]

buggalugs said:

road_rager said:

fivesixseven8 said:

In light of this http://news.bbc.co.uk/1/hi/uk/8519231.stm in the news today.
What is the reason for this? If there even is a reason that is. Some advertising/marketing psychology BS?

Also having just read this...... I often make the ads for all of the ITV channels and they are very strict on the levels... You have to mix to a 'loudness' meter, so in the case of sherlock holmes (being such an old series) the should have run the audio for the entire program through a compressor at the very least, but i guess they didn't!

Do I understand this right, you're saying that they should compress (i.e. make crap) the audio for normal programs to match the adverts?

No I'm not saying that, they should reduce the dynamic range a bit, and make sure the loud bits are at the maximum on programs that are overly dynamic... nothing worse than having to keep turning the tv up and down during the program

[EdJ]

Asterix said:

A bloke in the US came up with a device that could sense the increase in noise signal and would reduce or mute the ads for you.

Most punters thought it brilliant but it was deemed illigal, after significant lawsuits by loads of companies, by the supreme court for restricting trade (or some other bks).

Shame really.

My Denon amp does this. It detects a sudden increase in volume and adjusts accordingly. It has different modes - so evening / midnight etc, the idea being that you can listen to that movie with the volume cranked up without worrying about the impending explosion that will wake your kids up (because as the explosion happens, it turns the sound down.)

Quite clever really.

[Loose_Cannon]

EdJ said:

Asterix said:

A bloke in the US came up with a device that could sense the increase in noise signal and would reduce or mute the ads for you.

Most punters thought it brilliant but it was deemed illigal, after significant lawsuits by loads of companies, by the supreme court for restricting trade (or some other bks).

Shame really.

My Denon amp does this. It detects a sudden increase in volume and adjusts accordingly. It has different modes - so evening / midnight etc, the idea being that you can listen to that movie with the volume cranked up without worrying about the impending explosion that will wake your kids up (because as the explosion happens, it turns the sound down.)

Quite clever really.

Is there a "name" or acronym for this increasingly essential feature so that I can search it out on spec sheets pre-purchase? The whole issue of annoying ads is only getting worse with cheapening ad space in increased commercial breaks.

[fivesixseven8]

Loose_Cannon said:

EdJ said:

Asterix said:

A bloke in the US came up with a device that could sense the increase in noise signal and would reduce or mute the ads for you.

Most punters thought it brilliant but it was deemed illigal, after significant lawsuits by loads of companies, by the supreme court for restricting trade (or some other bks).

Shame really.

My Denon amp does this. It detects a sudden increase in volume and adjusts accordingly. It has different modes - so evening / midnight etc, the idea being that you can listen to that movie with the volume cranked up without worrying about the impending explosion that will wake your kids up (because as the explosion happens, it turns the sound down.)

Quite clever really.

Is there a "name" or acronym for this increasingly essential feature so that I can search it out on spec sheets pre-purchase? The whole issue of annoying ads is only getting worse with cheapening ad space in increased commercial breaks.

It's known as "Audyssey Dynamic Volume", I'm not sure if it's a Denon technology or available with other Manufacturers though. I have it on my Denon AVR1909 and it is very handy as already explained. I leave it on for the most part but turn it off if I am free to watch something at a higher volume where explosions and the like won't wake the wife/neighbours.

[freecar]

fivesixseven8 said:

Loose_Cannon said:

EdJ said:

Asterix said:

A bloke in the US came up with a device that could sense the increase in noise signal and would reduce or mute the ads for you.

Most punters thought it brilliant but it was deemed illigal, after significant lawsuits by loads of companies, by the supreme court for restricting trade (or some other bks).

Shame really.

My Denon amp does this. It detects a sudden increase in volume and adjusts accordingly. It has different modes - so evening / midnight etc, the idea being that you can listen to that movie with the volume cranked up without worrying about the impending explosion that will wake your kids up (because as the explosion happens, it turns the sound down.)

Quite clever really.

Is there a "name" or acronym for this increasingly essential feature so that I can search it out on spec sheets pre-purchase? The whole issue of annoying ads is only getting worse with cheapening ad space in increased commercial breaks.

It's known as "Audyssey Dynamic Volume", I'm not sure if it's a Denon technology or available with other Manufacturers though. I have it on my Denon AVR1909 and it is very handy as already explained. I leave it on for the most part but turn it off if I am free to watch something at a higher volume where explosions and the like won't wake the wife/neighbours.

^^This!

I love my denon amp, although I watch little television the volume levelling makes it a joy not an annoyance.

[shakotan]

fivesixseven8 said:

Loose_Cannon said:

EdJ said:

Asterix said:

A bloke in the US came up with a device that could sense the increase in noise signal and would reduce or mute the ads for you.

Most punters thought it brilliant but it was deemed illigal, after significant lawsuits by loads of companies, by the supreme court for restricting trade (or some other bks).

Shame really.

My Denon amp does this. It detects a sudden increase in volume and adjusts accordingly. It has different modes - so evening / midnight etc, the idea being that you can listen to that movie with the volume cranked up without worrying about the impending explosion that will wake your kids up (because as the explosion happens, it turns the sound down.)

Quite clever really.

Is there a "name" or acronym for this increasingly essential feature so that I can search it out on spec sheets pre-purchase? The whole issue of annoying ads is only getting worse with cheapening ad space in increased commercial breaks.

It's known as "Audyssey Dynamic Volume", I'm not sure if it's a Denon technology or available with other Manufacturers though. I have it on my Denon AVR1909 and it is very handy as already explained. I leave it on for the most part but turn it off if I am free to watch something at a higher volume where explosions and the like won't wake the wife/neighbours.

My Onkyo system has Audyssey.

[Asterix]

freecar said:

fivesixseven8 said:

Loose_Cannon said:

EdJ said:

Asterix said:

A bloke in the US came up with a device that could sense the increase in noise signal and would reduce or mute the ads for you.

Most punters thought it brilliant but it was deemed illigal, after significant lawsuits by loads of companies, by the supreme court for restricting trade (or some other bks).

Shame really.

My Denon amp does this. It detects a sudden increase in volume and adjusts accordingly. It has different modes - so evening / midnight etc, the idea being that you can listen to that movie with the volume cranked up without worrying about the impending explosion that will wake your kids up (because as the explosion happens, it turns the sound down.)

Quite clever really.

Is there a "name" or acronym for this increasingly essential feature so that I can search it out on spec sheets pre-purchase? The whole issue of annoying ads is only getting worse with cheapening ad space in increased commercial breaks.

It's known as "Audyssey Dynamic Volume", I'm not sure if it's a Denon technology or available with other Manufacturers though. I have it on my Denon AVR1909 and it is very handy as already explained. I leave it on for the most part but turn it off if I am free to watch something at a higher volume where explosions and the like won't wake the wife/neighbours.

^^This!

I love my denon amp, although I watch little television the volume levelling makes it a joy not an annoyance.

Have to see if my Onkyo does this as well - it has Audyssey calibration so might have it.

The Arab networks we have in Dubai have a massive step up in volume for the ads.

[DJC]

road_rager said:

I do the sound for ads for a living........

We make the ads as loud as is possible for each broadcaster as a matter of course.... so as far as I'm concerned they should make sure the program content is a loud as possible too! On the occasions when I'm mixing programs I always make sure I go as loud as possible with my peak bits.. others should do the same

HTH

Well on the progs you do would you mind awfully turning the "mood" music down and TURN THE DIALOG UP SO WE CAN ACTUALLY HEAR WHAT IS BLOODY BEING SAID!