TV adverts are too loud, say watchdogs

Published on Tuesday 16 February 2010 21:59

ADVERTISING watchdogs have ruled that TV commercials are too loud and have upheld a complaint against a channel for noisiness.

For the millions of viewers who have to reach for the remote control to turn the volume down during ad breaks, the judgment is long overdue.

The Advertising Standards Authority yesterday ruled that eight adverts shown during ITV3's recent screening of the Adventures of Sherlock Holmes series were "too loud".

A viewer had complained of having to turn down the volume during the advert break of the Eighties series starring Jeremy Brett as the famous detective.

The viewer said the adverts were "excessively noisy, compared with the surrounding programme material".

And when the ASA checked the information, it agreed – saying all eight adverts were "too loud".

It stated today: "We noted that the programme had a wide dynamic range, with periods of quiet suspense punctuated by short, louder bursts.

"We noted that the maximum subjective loudness of ads was consistent with other ads during the break, but that it was not well matched to the overall sound levels of the programme, making the ads seem loud in comparison.

"Whilst we recognised that commercial breaks sometimes occurred during especially quiet parts of a programme, we nevertheless concluded that the ads were excessively strident and breached the Code."

The ASA "noted" that broadcasters were working together on the issue, adding: "The ASA acknowledged that ITV3 were working with other broadcasters and the industry generally to ensure compliance and welcomed their efforts in this regard."

But it said that the adverts breached the TV Advertising Standards Code for sound levels in advertising and demanded that action be taken.

It ruled: "The ad's loudness must not be excessive and must be more consistent with the surrounding programme material."

ITV3 argued that the classic detective series was "especially quiet" at times as the characters attempted to solve the mysteries around them.

The ASA, publishing the TV company's response today, said: "ITV3 said the Sherlock Holmes series was made in the early 1980s and the style of production was considerably different to modern dramas and ads.

"They said there were many instances where the audio was nearly silent as the characters considered the mystery before them. They said the scenes where characters argued and shouted, although short, were as loud as the loudest parts of the ads.

"ITV3 added that they were working with other broadcasters and the broader advertising industry to establish consistent working practices to give viewers of any channel a more consistent TV experience with regard to maximum loudness."

TV critic Jo Harmsworth said: "I would have thought this ruling was elementary. Everyone has known that TV ads were too loud for years – it's just a surprise that finally someone is doing something about it."