Advertising is so Noisy

Advertising is so Noisy

Filed under: Serious Stuff — Tags: , , , — Carl Hepburn @ 11:39 pm July 6, 2009

Apart from the fact that advertising is too frequent. It is always so loud when compared with the sound in the programmes. I almost always have to reach for the remote control to turn down the sound or mute it completely.

The Advertising Standards Agency (ASA) receives hundreds of complaints each year and yet they are found to be within the rules. Currently, the BCAP TV Advertising Standards Code states that: “ads must not be excessively noisy or strident.

The problem arises in the way that the sound is measured. When testing the level of sound it is the peak volume that is measured. However, advertisers in an attempt to make the advert as attention grabbing as possible compress the sound making the quite sounds louder but keeping the peak sound levels within the rules. The result is a sound that is subjectively louder than it would be if it had been recorded naturally.

More information can be found at ASA website.

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3 Comments »

  • The one that really gets on my wires is the Direct Line Insurance ad with the cavalry charge fanfare!

    Comment by Barbara Elaine Kirk — May 29, 2010 @ 9:33 am

  • Dear bloody Christ are adverts loud nowadays. And people talk about “loudness wars” in recorded music (which is still shocking; listen to any track from a CD pressed ten years ago with a similar track from one pressed within the last year or so, without changing the volume, and without any sneaky normalisation tricks (looking at you, iTunes)).
    I’m very aware of the trick of compressing the audio in adverts to allow them to be blasted at an audience, but I had no idea that the ASA were measuring them with a PPM. WHAT’S THE BLOODY POINT IN THAT, I ask you? Not much, but then again, their guidelines don’t say anything about prohibiting advertisements that are utter shite, so what can you do?

    Idea: Adverts will be broadcast on all stations at a gain of -(2x)dB, where (x) is the level of “make-up” gain applied after compression. Nobody is compelled to turn down or mute the television during breaks anymore; all forms of cancer are inexplicably cured; world peace declared.

    Comment by Alex — November 15, 2011 @ 1:24 am

  • I hate the way that ads are always louder than the programme your trying to watch. But then in the god damn adverts you got some twat shouting at you to buy their crap eg. Funky pigeon.com. Aaaaargh! Just leave me the hell alone!!! I’ll buy a card from a shop in town when I remember it’s your birthday, I really don’t need some talentless sellout (will mellor) shouting at me to buy something from a company that thinks “he’ll sell shitloads if we use him”. Funky pigeon, if anyone I know sends me a card from you I will disown them. Screw you and screw them!! We now have Chris Tarrant shouting with excitment over Morrisons latest butter and tampon deals. Fail!

    Comment by GLD — July 19, 2012 @ 2:27 am

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