Noisy Ads Could Be A Distant Whisper

The Broadcast Committee of Advertising Practice has proposed new regulations that could signal the end of noisy television advertising.

BCAP is set to launch a consultation with broadcasters, advertisers and the public to examine whether to introduce a standard means of monitoring the sound levels of ads.

Broadcasters are not allowed to raise the volume of broadcasts during advertising breaks. However, many ads sound louder to viewers because of discrepancies between levels of sound compression for programmes and ads.

According to research conducted by the Independent Television Commission, 40% of viewers think TV ads are often too loud.

The industry body is proposing that standards established by an industry body based in Switzerland should be introduced. These help define acceptable volume levels. Broadcasters currently only monitor actual sound levels but not “subjective loudness” which takes into account how loud ads appear compared with the previous programme.

However, the ITU has come up with the “subjective loudness” guidelines by playing hundred of audio clips to volunteers. Broadcasters would have to use sound meters based on these standards if BCAP’s proposals are introduced.

The Advertising Standards Authority received about 250 complaints from viewers last year, some of which raise concerns over loud ad breaks in general and others about specific commercials.

BCAP www.cap.org.uk