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They call the law, the Commercial Advertisement Loudness Mitigation act, or CALM in short. Advertisements are never literally louder than the program; they are just a electronically processed to sound like that.
If you have ever been on a band or actually worked at a radio station, you already know all about the piece of equipment referred to as the compressor/limiter. Every single guitar player and singer uses one of these, to help make the instrument or the voice stand out in a mix. Compressors take the sound waves that constitute your voice, as well as fundamentally turn up only the lowest sounds, so they are closer in sound level to the highest sounds. Nothing ever gets above the highest sound, it is just that when things are as loud as the original loud peak, it seems to hit us very much harder. But that is actually beside the point. What one wants to find out is, how come the promoters even desire to make television marketing two times as loud? Do they really think that they could drum their message much deeper into your mind if it is louder?
In reality, it's not just the money-mad businessmen who think that way. Music artists, with a new record to promote on radio stations, routinely spend a lot of cash on the mastering process, trying to get their tracks to sound louder than the other songs. The more dollars they spend, the greater esoteric the processes they get to use to get a leg up on the other songs. The idea is, the more louder the track is than the other tracks, the more you are going to tune in to it, and possibly buy it. Does this sort of thinking work at all that all these individuals should be putting in good money into the procedure? Those television advertising people as well as business people don't invest a dime without extensively analyzing every move like it was high science - with focus groups as well as the opinion of a supercomputer.
Well, think of it this way. You may not necessarily believe that loudness sells anything; but you do know that if you are quieter as well as less audible, you may sell less. It is simply an arms race, seeking to keep up with everybody else. Before CALM, the Advanced Television Systems Committee attempted to bring a little sense to the proceedings, by putting out an agreement of practices. They point to the way TiVo users skip ads. It is typically the local advertisements, the ones for local gasoline stations as well as grocery stores that get skipped the most. It is said that regional advertising is often done on a budget, and the local yokel advertising companies believe that more louder is always better. In either case, TiVo is a huge problem today for all television marketing; close to three-quarters of all TiVo owners skip all advertisements, regional and unsophisticatedly deafening, or national and sophisticatedly quiet.
Television marketing is going to have to pull itself together, if it is not completely distance just what few devotees it might have left right now.
If you have ever been on a band or actually worked at a radio station, you already know all about the piece of equipment referred to as the compressor/limiter. Every single guitar player and singer uses one of these, to help make the instrument or the voice stand out in a mix. Compressors take the sound waves that constitute your voice, as well as fundamentally turn up only the lowest sounds, so they are closer in sound level to the highest sounds. Nothing ever gets above the highest sound, it is just that when things are as loud as the original loud peak, it seems to hit us very much harder. But that is actually beside the point. What one wants to find out is, how come the promoters even desire to make television marketing two times as loud? Do they really think that they could drum their message much deeper into your mind if it is louder?
In reality, it's not just the money-mad businessmen who think that way. Music artists, with a new record to promote on radio stations, routinely spend a lot of cash on the mastering process, trying to get their tracks to sound louder than the other songs. The more dollars they spend, the greater esoteric the processes they get to use to get a leg up on the other songs. The idea is, the more louder the track is than the other tracks, the more you are going to tune in to it, and possibly buy it. Does this sort of thinking work at all that all these individuals should be putting in good money into the procedure? Those television advertising people as well as business people don't invest a dime without extensively analyzing every move like it was high science - with focus groups as well as the opinion of a supercomputer.
Well, think of it this way. You may not necessarily believe that loudness sells anything; but you do know that if you are quieter as well as less audible, you may sell less. It is simply an arms race, seeking to keep up with everybody else. Before CALM, the Advanced Television Systems Committee attempted to bring a little sense to the proceedings, by putting out an agreement of practices. They point to the way TiVo users skip ads. It is typically the local advertisements, the ones for local gasoline stations as well as grocery stores that get skipped the most. It is said that regional advertising is often done on a budget, and the local yokel advertising companies believe that more louder is always better. In either case, TiVo is a huge problem today for all television marketing; close to three-quarters of all TiVo owners skip all advertisements, regional and unsophisticatedly deafening, or national and sophisticatedly quiet.
Television marketing is going to have to pull itself together, if it is not completely distance just what few devotees it might have left right now.
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