Congress tries to turn down the volume on loud TV ads

WASHINGTON (AP) — Television viewers jarred by abrupt spikes in volume during commercial breaks may someday be able to give their mute buttons a rest.

“I not only dive for the mute button, but I end up having to close my windows so that the blast doesn’t affect by neighbors,” said Congresswoman Anna Eshoo. “I live on a cul-de-sac, and so the sound resonates.”

Irritated with loud commercials, the California Democrat found it was also a common complaint with the Federal Communications Commission. So she drafted a bill aimed at preventing TV ads from playing noticeably louder than the programs they sponsor.

The House is scheduled to vote today on the bill. An identical measure has been introduced in the Senate. Even if they become law, will viewers notice much difference? Maybe, maybe not, some experts say.

Eshoo’s bill originally prescribed that television advertisements could be no louder than the average maximum loudness of the programs they accompany. She changed her bill to instead adopt guidelines developed by the TV industry, which she said will accomplish the same goal.

“I didn’t go with the industry,” she said. “I prodded the industry to come up with the technology and the standards. And they did.”

Robert Thompson, a professor of television and popular culture at Syracuse University, says Congress should have higher priorities than strident commercials.

“The idea that this is a problem that is so big that it requires legislative action is incredibly absurd,” he said. “I don’t think anyone’s ears have ever been damaged by this.”

Right now, the government doesn’t have much say in the volume of TV ads. It’s been getting complaints ever since televisions began proliferating in the 1950s. But the FCC concluded in 1984 there was no fair way to write regulations controlling the “apparent loudness” of commercials.

Correcting sound levels is more complicated than using the remote control. The television shows and ads come from a variety of sources, from local businesses to syndicators.

Managing the transition between programs and ads without spoiling the artistic intent of the producers poses technical challenges and may require TV broadcasters to purchase new equipment. To address the issue, an industry organization recently produced guidelines on how to process, measure and transmit audio in a uniform way.