Feds Bans Annoyingly Loud TV Ad Volumes
- Posted on December 14, 2011 at 7:46pm by
Becket Adams
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Rep. Anna Eshoo, D-Calif. (AP Photo/Charles Dharapak, File)
A few years ago, an annoying ad got to the ears of Rep. Anna Eshoo, the Democratic congresswoman from California. While watching a sporting event with family members, Eshoo was jarred by a “horribly loud” commercial. Her brother-in-law suggested she do something about it. So she did–with what started as a simple, one-page legislative proposal.
The measure became one of the most popular bills she’s ever sponsored.
On Tuesday, the FCC passed a set of regulations that will prevent commercials from being louder than the shows around them. It’s all part of the Commercial Advertisement Loudness Mitigation (or CALM) Act, which President Obama signed into law last December. The rules go into effect a year from now. Companies that don’t comply will face unspecified FCC action.
“What I never dreamed of was what kind of chord it would strike with people,” Eshoo says.
“Thunderous television ads have annoyed viewers for years,” reports the Associated Press. “The FCC says people have grumbled about the issue for at least a half century. But since 2002—thanks in part to all those outrageously loud car commercials, electronics ads and beer pitches–loud advertisements have been one of the top complaints the FCC receives.”
Complaints grew in recent years, as ads became even louder. In the days of analog TV, louder ads took up more space on the airwaves. So broadcasters toned them down to avoid interfering with other channels. Since the conversion to digital TV broadcasts two years ago, loud ads no longer take up more airwave space than quiet ones. Some analysts claim that the change “transformed the commercial break into a noisy arms race.”
FCC Discovers TV Commercials Are Loud, Women and Children Hit Hardest
“Nobody wanted to be the quiet guy in the set of commercials,” says David Unsworth, senior vice president of satellite and technical operations at DG, a company that distributes ads to broadcasters.
In a recent analysis, DG found that some ads were 10 times as loud as the programs they interrupted.
“Everybody’s been trying to push the envelope using (digital) compression to make their spots as loud as they can,” Unsworth says.
The FCC rules require TV distributors to set up equipment to monitor the average sound level of ads as they come in. If they’re too loud, distributors must adjust the sound levels before they can be aired. It recommends practices set out in 2009 by the Advanced Television Systems Committee, a standards-setting body.
If compliance with the rules places a financial burden on a company, the FCC will give it extra time–up to December 2014–to comply. How that’s supposed to help with the financial burden, we’re not entirely sure.
“We think that the FCC struck the right balance,” says National Association of Broadcasters spokesman Dennis Wharton.
In the months leading up to the FCC’s release of the new rules, advertisers were already turning down the noise because many broadcasters are now rejecting loud ads. (Which begs the question, “Why did a new set of volume-controlling regulations have to be passed?”)
Since DG began monitoring sound levels this summer, the number of ads that were considered“too loud” have fallen from about 70 percent of all ads to roughly 30 percent, Unsworth says.
Already, hundreds of TV stations, cable and satellite companies have updated equipment to comply, says Tim Carroll, founder and president of Linear Acoustic Inc., a leading maker of the equipment.
For its part, ABC and CBS say they’ve installed equipment at various television stations. NBC has sent specifications to its commercial suppliers and has installed equipment to reduce the volume of loud ads. Fox declined to give the AP a comment, although Unsworth says the network has been rejecting ads that are too loud and getting advertisers to fix them.
The Associated Press contributed to this report.
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Comments (73)
captainbars
Posted on December 16, 2011 at 10:08pmmy family and I first noticed it in the late 60′s. Daddy used us as his personal remote, telling us to change the channel, turn down the volume, or adjust the rabbit ears. When the commercials came on, we’d turn it down, then back up when the show came on…he had us jumping like popcorn, we couldn’t sit and relax in front of the TV when daddy was home.
Report Post »Eliasim
Posted on December 16, 2011 at 10:18pmIt’s so weird they can program cars to automatically turn down the volume on the stereo when the car comes to a halt at a stop-light, but somehow they can‘t program TV’s to automatically turn down the volume at commercial break – no, they have to legislate it.
Report Post »Eliasim
Posted on December 16, 2011 at 10:22pmO wait a minute, is it just me or do some TV’s actually do that?
Report Post »Miami
Posted on December 16, 2011 at 10:23pmThis is funny I have a tv that does this already.
What is next banning Black and White TV..?
No wait Silent movies,…. Never agai n can there be a Silent movie
Now if we can only get them to shut up…?!
Report Post »Eliasim
Posted on December 16, 2011 at 10:26pmSilly little people we can’t expect you to be tolerant or to grab the remote to turn down the TV, no we must take care of you (brahahaha, and take care of you we will).
Report Post »Eliasim
Posted on December 16, 2011 at 10:29pmNo see, what it boils down to is that regular TV is becoming a thing of the past and so they are going to regulate TV even though it is disappearing so they can get their foot in the door to regulate what is replacing TV.
Report Post »John 1776
Posted on December 16, 2011 at 10:35pmAs video moves from cable to internet (ex-GBTV) broadcast vendors will start to see the real time effect of annoying ads. Current technology only shows ratings based on the show slot watched. Internet TV produces a real-time feedback of how many viewers are pulling the feed every second. I think it will be a wake-up call when broadcasters see the huge and instant spike down in viewership when an annoying ad come on. The result is that market forces will take care of the problem, as it should be.
Report Post »normbal
Posted on December 16, 2011 at 10:01pmTwo words: MUTE BUTTON.
Sorry, was that too loud?
Report Post »Miami
Posted on December 16, 2011 at 10:28pmMost modern TVs have auto volume mode that take care of this
Report Post »ShyLow
Posted on December 16, 2011 at 11:23pmThe only thing loud commercials sell are tvs that level the sound…next it will be commercials with a strobing effect and a next-generation tv to fix that manufactured problem
Report Post »amabokcuf
Posted on December 16, 2011 at 9:54pmThe USA network and FoxNews are the two biggest culprits… can’t stand to watch programming on USA any more. I tolerate Fox only because I can’t get all the news, that is any opinion other than the liberal media’s opinion/slant/bias anywhere else.
Liberals, fillet, and fried: http://FlipTheLib.com
Report Post »Epic Fail
Posted on December 16, 2011 at 9:53pmI hate those loud ads too. They are shooting themselves in the foot because when a loud ad comes on, I hit MUTE! So they lost me completely when they do that.
Report Post »2theADDLED
Posted on December 16, 2011 at 9:31pmHow about a law cleaning up the smut on TV
aimed at youths it seems everything on TV
is sexually oriented.
Steven Colberts intro is very annoyingly loud
Report Post »2theADDLED
Posted on December 16, 2011 at 9:35pmDon’t forget truth in advertising and all the schysters and cons.
Report Post »your sensei
Posted on December 16, 2011 at 9:11pmSee, government regulation is good. Now if they would just outlaw tobacco America would be solvent again. But that’s too big a price to ay, isn’t it.
Report Post »Patrick Henry II
Posted on December 16, 2011 at 11:51pmCommunist!!!
Report Post »jbcheesehead
Posted on December 16, 2011 at 9:06pmIt‘s comforting to know that when I’m trying to quietly watch a television program, while hubby has already fallen asleep, I won’t see him come to a complete standing at attention stance when the commercial blares 10 times louder than the volume I was quietly using!
Report Post »A Doctors Labor Is Not My Right
Posted on December 16, 2011 at 9:23pmAmerica, what the hell is wrong with you?
The government CANNOT tell people how loud to make their commercials, products, etc.
Stop allowing government to INCREASINGLY micromanage your lives.
America: Land of the Useful Idiots. I am so ashamed.
Report Post »Cosmos102
Posted on December 16, 2011 at 9:40pmWhat the Hell is wrong with YOU, ADoctorsLabor? That’s the real question. The way you just “yelled” at JB, you were as bad as the commercials.
Look, you have a right to your opinion. And here’s the “but”…So do the rest of us!
Report Post »lodgerat
Posted on December 16, 2011 at 9:41pmDoc, I agree. I hate the loud ads but the government has no business telling stations how to adjust the volume. Next they’ll be dictating how much to pay employees or what can or cannot be sold on the ads. Give them an inch and you know the rest.
Report Post »A Doctors Labor Is Not My Right
Posted on December 16, 2011 at 10:24pm@Cosmos102,
“Look, you have a right to your opinion. And here’s the “but”…So do the rest of us!”
And you are welcome to your TV options SO LONG AS you don’t try to use government to restrict MY options.
Contrary to your presumption, your position is NOT the tolerant one.
Report Post »Cosmos102
Posted on December 16, 2011 at 10:24pmdid any of you object to the Fed banning those annoying telemarketer calls?
Report Post »A Doctors Labor Is Not My Right
Posted on December 16, 2011 at 11:45pm@Cosmos102,
“did any of you object to the Fed banning those annoying telemarketer calls?”
Here, stop telemarketers by giving the government tracking data.
We are morons.
Report Post »Kalevipoeg
Posted on December 16, 2011 at 9:01pmOnce again the government has crushed a potential niche in the market with regulation. It would have been entirely possibly for TV manufacturers to make a TV that maintained a constant volume no mater what the broadcast volume was.
Report Post »your sensei
Posted on December 16, 2011 at 9:09pmBut they haven’t have they?
Report Post »A Doctors Labor Is Not My Right
Posted on December 17, 2011 at 12:30am@your sensei,
“But they haven’t have they?”
Yes, they have.
See here.
Terk VR1 Automatic TV Volume Controller
http://www.amazon.com/Terk-VR1-Automatic-TV-Controller/dp/B00008VWOJ
“Date first available at Amazon.com: September 14, 2004″
Report Post »SHIPMONEY100TRILLION
Posted on December 16, 2011 at 8:49pmLook she is one strange looking race. I would say she is looks like a Mongoloid. Notice the face and the formation of her for head and eyes. “Very strange” It may be em-breding in the Communsit party they are doing now in the current administration. This being is one straing hibrid. “Possobly besteality experint as well. “ so very strange looking”
Report Post »Dougral Supports Israel
Posted on December 16, 2011 at 8:43pmThe FCC is going to tout this as a big public service. Its really just another excuse to enact more regulation. The mute button works just fine if a commercial is offensively loud.
Report Post »jjoy
Posted on December 16, 2011 at 9:04pm“On Tuesday, the FCC passed a set of regulations that will prevent commercials from being louder than the shows around them.”
“congress” passed laws many years ago requiring commercials to be the same volume as the programs.
Truth of the matter is that the “fcc” has chosen not to enforce them…
Report Post »SkiTuna
Posted on December 16, 2011 at 9:25pmWell now, I am in agreement with the democrats for once. Been annoyed for most of my life with these overly loud volumes at the commercial break. Allrighty then…
Report Post »Zpro
Posted on December 16, 2011 at 9:52pmI agree these loud interruptions should not be allowed. When you set a volume level appropriate for your household, it should remain at that level. These loud commercials make me take notice and not buy the product advertised. An Automatic Gain Control circuit should be an easy solution for TV manufacturers.
Report Post »RepubliCorp
Posted on December 16, 2011 at 11:36pmNow if we can ban voice-mail and hang the guy that invented it
Report Post »FlamingFartSyndrome
Posted on December 16, 2011 at 8:25pmHowever, I am surprised the Free Market hasnt taken care of this problem yet. If I could watch tv without commercials, i would be willing to pay more than i do now to whatever company that supplied that technology. However unless the Free Market cannot come to meet the needs of the consumer, then government should step in. As a libertarian, i am surprised no company has profited from making such technology.
Oh wait, its called Tivo.
Report Post »CatB
Posted on December 16, 2011 at 8:36pmI have a TV that does take this on .. and automatically adjusts the commericals to the same level as the program you are watching — it can be and is done in some TV’s .. just ask when you buy .. if people want it they will make it. Doesn’t take an act of congress … now if they would just make a TV that automatically mutes to Obama’s voice .. I would buy that!
Report Post »ThoreauHD
Posted on December 16, 2011 at 8:45pmAnd piracy
Report Post »ShyLow
Posted on December 16, 2011 at 8:46pmSounds like someone created a problem to sell a solution
Report Post »brntout
Posted on December 16, 2011 at 8:23pmCome on caption I know your name is a fake also.Captains earn their rank. Here fishy fishy.
Report Post »Scott
Posted on December 16, 2011 at 8:22pmWhat are they going to do when the volume of the t.v. show is too low?
Report Post »Are they going to fine all the commercials on during that show? Ridiculous use
of taxpayer money.
RichNGadsden
Posted on December 16, 2011 at 8:21pmThis passes for federal leadership? Congress deals with annoyances before tackling real issues? I hate the loud ANNOYING commercials as much as anybody, but not to the point that it should take an Act Of Congress! Put this nation back to work, lift the stupid over taxing laws and rules, rein in the EPA and other job and business killing agencies. Or, go back to attacking professional baseball and spend more time investigating the BCS. Which I hate too, but it does not need a federal law. Geez Congress, FOCUS on the real deal!
Report Post »CatB
Posted on December 16, 2011 at 8:38pmREAL problems are Hard … wouldn’t want them to break a sweat. They would rather regulate our light bulbs and take over our healthcare .. and this.
Report Post »mred33
Posted on December 17, 2011 at 11:06pmYou come close, but didn’t quite hit the nail on the head. They do take on the hard ones, but only to complicate then and to make as much money out of the deal for themselves as they can. If congress would ever do the job they are supposed to be doing, then we wouldn’t be in the trouble we are now. As for getting rid of some of the departments in government, there are quite a few I can think of that need to be closed down, but that will never happen until the American people wake up. If they are willing to elect someone that is not eligible for President, then you can’t count on them to hold Congresses feet to the fire either. The democrats created social security just to make sure they have a voting block and we let them. They give them just enough to have them coming back for more, but not enough to live on, so they cheat and steal to get more. When are we going to wake up????
Ed
Report Post »brntout
Posted on December 16, 2011 at 8:21pmCaption77 Still looking for your rebuttle,little one.Go to Rush rips Paul,right on the first page you admonished me,fights on. Would rather do it in private,but if you are going to call me out, I’ll do it in public.
Report Post »ZomBrad
Posted on December 16, 2011 at 8:20pmI like how, instead of taking their own advice of “if you don’t like it, don’t watch it”….they ban anything they don’t like hearing…..
Concerning this article…..I agree, those commercials are annoying……I hope they invent the a volume button sometime in the near future……
Report Post »ShyLow
Posted on December 16, 2011 at 8:42pmSo you like running your batteries dead and having to have the remote glued to you?…Guess you never had to live with someone who was half-deaf and stayed-up watching T.V. all night…Don’t be contrary just to be contrary…I wish this would kick-in right now
Report Post »UlyssesP
Posted on December 16, 2011 at 8:17pmI’ve noticed the levels already evening out for a while now. You would think that television stations would know about compressors and limiters.
Report Post »http://www.doctorproaudio.com/doctor/temas/dynamics-processors-compressors_en.shtml
Carefreeflyer
Posted on December 16, 2011 at 8:05pmRep. Anna Eshoo, Democratic congresswoman from California, wants to ban loud ads. Has she nothing better to do with her time? Why doesn’t she ban illegal voting or illegal immigration in California. What a waste.
Report Post »mred33
Posted on December 17, 2011 at 11:09pmBecause if she did, she may never get elected again…………
Ed
Report Post »LeadNotFollow
Posted on December 16, 2011 at 8:03pmWish this rule would take effect today. I hate those loud booming commercials.
Report Post »mred33
Posted on December 17, 2011 at 11:11pmEver heard of a mute button????
Ed
Report Post »brntout
Posted on December 16, 2011 at 8:03pmFour years ago this was promised.Is this the new face of Nancy Pelosi? Kind of spooky,they hit this age and they all look alike.Twins of sins I say.
Report Post »HawkEyeTx
Posted on December 16, 2011 at 8:01pm#
Now if we can just get the actors to quite whispering and mumbling it would please me to no end.
Jeez…lets go back to the 50‘s and 60’s TV shows.
Report Post »KangarooJack
Posted on December 16, 2011 at 7:57pmWait, now when I fall asleep on the couch, I won’t have the ghost of Billy Mayes screaming me awake! Shall I sue the gov’t for my own aching back? lol
Report Post »4X4in
Posted on December 16, 2011 at 7:55pmThis is the most important bills of our times…….
Report Post »And the CIRCUS goes on and on………
ShyLow
Posted on December 16, 2011 at 8:06pmAbout time…My mute button is nearly worn out…Just wonder if they snuck anything in this bill…There was never a good excuse for blasting the volume on commercials
Report Post »THE TRUTH SHALL MAKE YOU FREE
Posted on December 16, 2011 at 7:52pmYes, this is more important than the feds stripping our rights away as Americans…
NOTHING BUT DISTRACTION FROM REALITY.
Report Post »Wdawg
Posted on December 16, 2011 at 7:49pmDC strikes again. I always change the channel when ads are louder than the program your watching.
Report Post »TXPilot
Posted on December 16, 2011 at 7:54pmCan’t they at least leave the volume up on commercials that have hot chicks in them? If not, I’m gonna be on the couch and sleep through all the good ones!!
Report Post »brntout
Posted on December 16, 2011 at 8:43pm@TXPILOT What do you do these days? Piloting a couch or divan would not be my answer. Enjoying the massive regulations to get my pilots liscense right now am soloing next week.
Report Post »TXPilot
Posted on December 16, 2011 at 8:59pm@BRNTOUT…….Hey, good luck on the solo next week!! I remember back when I did mine, during the stone age….as for me, I’m doing what every other pilot is doing right now, I’m hoping my job holds out and the paycheck keeps coming. I’m currently flying a Merlin IIIC, as well as a Citation V. As for the “massive regulations”, that is a fact. If you watch closely, you can actually see the FAR book growing thicker with every issue…lol
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