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Adverts
All commercial Channels
Are adverts louder than programmes?
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Mark Crouch
31st Jan 02
What I don't understand is why TV adverts are so loud. You'll
be watching something, it's nice and quiet, then the ad breaks
come up and the volume notches up by god knows how much - it's
enough that if you've moved away from the television you can
still hear it in the kitchen, you can hear it over running water
in the bath or something. It's just way way too loud - I don't
understand why they do that.
Watch a video
of this comment. You will need Realplayer.
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Dick Eagle
1st Feb 02
There's a common complaint from the viewing public that commercials
sound too loud when compared with programmes. Why is this? To gain
impact, commercial advertisers tend to "compress" the sound
levels which means they lift them all up to the higher end - and this
is what creates the greater impact. However, when compared against
programmes which have a wider dynamic range - more light and shade
in the sound - this can cause irritation, because the two types of
sound treatment don't sit very well together. Here at Channel 4 we've
recognised this problem for a long time, and we use perceived loudness
meters which give us a measure of the way the brain perceives the
actual loudness of the sound. This allows us to adjust the levels
of commercials and other interstitial material in accordance with
ITC guidelines, so that they no longer cause irritation when compared
with the wide majority of programme types transmitted by Channel 4.
We hope you feel the benefits of this when viewing at home.
Watch a video
of this comment. You will need Realplayer.
Dick Eagle, Channel 4 Engineering
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