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Watchdog rules TV ads 'too noisy'
Last Updated: Wednesday, 17 February 2010, 06:19 GMT
- Search: ITV3 advert noise level

TV adverts shown during an episode of Sherlock Holmes were too loud, watchdogs ruled Eight TV adverts shown during an episode of Sherlock Holmes were too loud, watchdogs have ruled.
The Advertising Standards Authority (ASA) said the slots on digital channel ITV3 were "excessively strident" and breached the sound levels code.
It followed a complaint from a viewer that the adverts were excessively noisy compared to the surrounding programme material, reflecting a long-standing issue for some TV watchers.
ITV3 said the production style of the Sherlock Holmes series - which was made in the 1980s - was considerably different to modern dramas and ads.

The broadcaster also argued that there were many instances where the audio was nearly silent as the characters considered the mystery before them and incidental music was very much in the background. It added that the scenes where characters argued and shouted were as loud as the loudest parts of the ads.
But the watchdog upheld a complaint from a viewer about eight adverts during a break, saying their volume was "not well matched to the overall sound levels of the programme".
It ruled: "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.
"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."
ASA told ITV3 the ads' loudness "must not be excessive and must be more consistent with the surrounding programme material".
The watchdog has said complaints about noisy advertisements have gone down since rules were tightened up two years ago.

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We both find the ads too noisy compared to the level at which we listen to programmes so I hope they do crack down on the ad people and get things adjusted. Many's the time I have readjusted the volume when the ad break comes along, so I can hear myself think!

Lizx

The Alan Titmarsh Show has noisy music at its breaks,,,its fairly booming out,,and the applause after every intro and ;thank you .plus the music that goes with it has me on the controls like a mad woman.

Hi Claire, glad I am not the only one! It's especially annoying when I am trying to catch up with stuff I have recorded earlier, and trying to keep the volume down cos of o.h. upstairs asleep, open plan staircase from lounge so it sort of echoes, I get it right for the programme and if I am not concentrating properly or not quick enough off the mark, the ads come on and boom out - same as applause, if I am trying to watch Jeremy Kyle for example overnight . Hope they sort it out soon.
We had a tv set a few years ago that was supposed to adjust the volume accordingly but it never got it right!

Lizxx

We're always moaning about the volume of adverts in general:)

We used to complain a few years ago but I dont think it is so bad now here in Kiwiland, but what annoys me is the programmes that insist on playing music while the characters are speaking. I cannot hear what they are saying.

Huia.

I complained about overloud background music during silent witness....
OK music/sound can set the scene, but lets be reasonable ,eh?

Bob

In Oz we have lots of what we call 'shouting ads'. I don't know if there is any authority here to complain to. We just press the mute button at every ad break, so they are wasting time and money in our case!
Barry

We were recently talking about just this thing. The TV seems to be at a decent volume then on come the ad's, blasting out! Is it because they know we go make a cup of tea in the break, and they want to make sure we can still hear the ad?

Entirely agree about the annoying ads, and also with Bob,we even have irritating music during Mastermind and Eggheads for heavens sake.


WHY.

Thanks for your comments, let's hope the authorities do something to stop this annoying situation.

Tinkerbell, maybe you are right lol, I use the ad break to check on other programmes sometimes or as you say, to make a cuppa!

Lizx