In the off chance that you’ve sat down to watch television (seeing as we are so incredibly busy these days with the Internet), have you ever noticed how some television advertisements are all of a sudden significantly louder than the original program you were watching? I know I’ve had it happen to me. You don’t even realize half the time that there is a difference in the volume until you find yourself suddenly searching for the remote control to turn the volume down. Well, according to an article published in the BBC News, you aren’t just imagining things.

Attention Grabbing

Perhaps as a last ditch effort, some people behind commercial advertisements thought it would be a great idea to somehow increase the volume during their commercials so that they could grab the attention of more people. Oh, they’ve grabbed our attention- but not in a good way. People are annoyed at the hike in volume, especially where it concerns other people who may live in the same house, apartment or if there are kids sleeping in the next room. After receiving hundreds of complaints from annoyed viewers, the Broadcast Committee of Advertising Practice (BCAP) published a new rule on sound levels, stating:

Advertisements must not be excessively noisy or strident. The maximum subjective loudness of advertisements must be consistent and in line with the maximum loudness of programmes and junction material.

In other words: turn it down! And as for those who choose not to comply? According to the Advertising Standards Authority, which will be responsible for administering the new rules to take effect July 7, 2008, claims that any broadcaster caught breaking the rules will first get a warning. If they continue to break the rules, the case will be passed on to Ofcom, which has the power to levy fines or even revoke licenses.

Ouch. And I’m not just talking about my hearing!

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Tags: Marketing //