There's an interest piece about the Volume of TV Ads that explains how and why it works. It's part of a new law being proposed to add consistency to the 'perceived volume' of shows, their ads and between ads.
Under the proposed rule, broadcasters will be told that "A consistent subjective loudness must be maintained between individual advertisements and between the advertisements and programme and other junction material."
It is interesting that the Media 1.0 people believe that shouting loudly at the audience produces the best result. 1.0 thinking at its best.
As I have written somewhere else:
"Advertising was fun, for you, for a while. You made us sit there for 5 minutes at a time watching people jam messages down our throat. Most of them didn't even apply to us. We don't care about that sale or those shoes. We care about our own personal and individual interests. Interests that are both specific and diverse.
If you have a message to tell us, make it compelling. If you have something to say, make it worth listening to. If you have something to sell, make it worth buying. If you have something worth knowing, we will hear about it without you yelling about it. We have friends, social networks, personal profiles and search engines which will tell us what we need to know when we need to know it - our schedule - not yours.
If you want to reach us, come and find us. Talk to us, have a conversation with us. Ask us questions. Listen to our answers. Act on our answers. Empower us to share your message. Because the only person who can tell your message, is us."