Are TV commercials too loud? Here's how to turn down the volume on TV commercials

Why TV commercials seem too loud

For many viewers, the transition from a quiet movie scene or a talk show to a commercial break is a familiar moment of flinching. The remote control is grabbed, and the volume is turned down. But where does this phenomenon come from? Why is that the case? Surprisingly, it has less to do with the channel’s actual volume than is often assumed.

The sudden increase in volume at the start of the commercial break

Commercials seem particularly loud because they stand out abruptly from the surrounding programming in terms of sound. A quiet dialogue scene with soft music and a natural speaking pace transitions in a fraction of a second into a commercial in which the voice and other sound effects are all at full volume simultaneously. This sudden contrast makes the commercial seem subjectively much louder than the program that preceded it. Studies on acoustic perception even show that the human ear reacts particularly sensitively to such rapid changes in loudness. The reason for this is simple: it is evolutionarily driven and interpreted as a warning signal.

Attention as a Business Model in the Advertising Industry

Behind this prominent sound design lies a clear logic of the advertising industry. A commercial typically has only ten to thirty seconds to convey a message and make a lasting impression. To ensure that viewers notice the commercial, the audio signal is designed to sound as prominent as possible. Voice, music, and sound effects are mixed closely together, and quiet moments are largely avoided. This intensity is intentional and follows a precise logic, even if many viewers find it unpleasant and intrusive.

Why advertising is especially annoying in the evening

In the evening or just before falling asleep, the TV is usually set to a low background volume. That’s exactly when the jump to the commercial break is particularly noticeable. The quiet program requires a moderate volume setting so that dialogue remains understandable. When a densely mixed commercial starts immediately afterward, it seems almost aggressive in comparison to the background volume. The result is that you are startled and sometimes woken from a light sleep. The relaxed nap during TV night is abruptly ended. Interestingly, many complaints about TV commercials being too loud stem precisely from this evening context, rather than the absolute volume level.

A Comparison of Volume, Loudness, and Dynamics

To understand how loud advertising comes about, it is necessary to distinguish between three terms and concepts. Volume, loudness, and dynamics describe different aspects of sound and, together, explain why a commercial that is technically well-balanced can still be perceived as too loud.

Volume and loudness

Volume is what you adjust using the volume control on the TV. It describes a technical level, measured in decibels or by the peak level of the signal. Loudness, on the other hand, describes how loud a sound actually seems to the human ear. Two audio signals can have the same peak level yet sound different in loudness because the ear does not evaluate the highest point of a signal, but rather the average energy content over time. (The international recommendation ITU-R BS.1770 describes precisely such methods for measuring program loudness.)

How dynamics change the listening experience

Dynamic range describes the difference between the quiet and loud parts of an audio signal. A classical concert, for example, has a wide dynamic range because there are many different volume levels between the individual instruments and playing styles. Commercials, on the other hand, have a very narrow dynamic range. By using compressors and limiters, quiet sections are boosted and loud peaks are partially limited, so that the entire commercial is at a high, consistent level. The ear perceives such a compressed sound as significantly more present, even if the peak level is identical to that of the film that preceded it.

Film Dynamics and Advertising

Feature films, high-quality TV series, and concert broadcasts are often mixed with a wide dynamic range. An emotional dialogue scene, on the other hand, is intentionally kept quiet so that a subsequent intense moment can have the full impact. In such a mix, the mid-to-quiet sound dominates, resulting in a moderate average loudness. Commercials follow the opposite logic. They are optimized for maximum intelligibility and attention in a short time, with barely audible pauses. This is precisely why the average loudness of a commercial appears significantly higher than that of a movie, even when both are broadcast at the same technical level.

Regulations and complaints regarding excessively loud advertising

Even though there are now so-called technical limits, it is subjective perception from the comfort of one’s sofa that determines whether an advertisement is perceived as disruptive or too loud.

What rules broadcasters and platforms should follow

For traditional television in Europe, the EBU R 128 recommendation is an important technical standard that specifies a uniform program loudness level. The goal is to ensure that news, movies, series, and commercials are broadcast at the same volume level. However, the recommendation is not a binding law; implementation is at the discretion of the broadcasters. These rules usually do not apply to streaming because platforms, apps, and ad networks each use their own volume logic. Consequently, the recommendation does not provide a real solution to the problem. Even if a commercial technically remains within the standard, it can still seem significantly louder than the surrounding programming due to dense mixing.

There are avenues for filing a complaint

If a commercial break is consistently and significantly louder than the surrounding program, you may file a complaint. In Germany, the state media authorities are responsible for advertising on broadcast television and the internet. A complaint should specify the broadcaster, date, time, program, and commercial break in question as precisely as possible. For streaming content, please also include the app name, device, and, if possible, a screenshot or video recording.

TV settings to block loud commercials

External TV solutions are often the best option in terms of sound quality. However, before considering external solutions, it’s worth taking a look at your TV’s audio settings. Many TVs come with features that smooth out sudden changes in volume between programming and commercials. These settings can actually be enabled in just a few minutes.

Night Mode, Auto Volume, and Volume Leveling

The most important setting for preventing sudden volume spikes is called, depending on the manufacturer, Night Mode, Auto Volume, Volume Leveling, Volume Balancing, or Adaptive Sound. All these terms are based on a similar principle. The audio signal is continuously analyzed; very loud peaks are limited, and very quiet passages can be moderately boosted. The result is (hopefully) more consistent volume across different programs. Commercial breaks, as well as trailers and loud action scenes, feel less jarring. It’s important to look specifically under “Sound,” “Audio,” or “Volume” in the TV menus, because this feature is often not visible in the main menus.

Enable dynamic compression

A related feature is dynamic range compression, sometimes referred to as DRC, which stands for Dynamic Range Control. It specifically reduces the gap between quiet and loud levels. On the one hand, this makes movies mixed with a wide dynamic range appear more balanced, and on the other hand, commercials seem less loud in comparison to the quiet movie scene that precedes them. Some TVs offer different intensity levels, such as low, medium, and high. However, too much compression can make the sound seem artificial, so it’s worth starting with a mild setting.

Check the audio format and audio output

Another factor to consider is the audio format. When multi-channel audio, such as Dolby Digital, is played through standard TV speakers, voices may sound less prominent, while loud commercials often come through very clearly. In the audio menu, under "Audio Output" or "Digital Output," switching to "Stereo" or "PCM" often helps.

Differences in volume between channels and sources

Anyone who has to keep adjusting the volume when switching between channels or sources is familiar with a similar problem. Some commercial channels generally sound louder than public broadcasters, or a cable receiver may sound different from the same channel via the media library app. This is due to differences in volume control logic during production and playback. Enabling volume leveling on your TV or receiver often smooths out these fluctuations to a satisfactory degree. However, it’s also worth adjusting the volume levels of your connected devices to match each other so that switching between them doesn’t cause further fluctuations.

Step by step toward quieter TV commercials

1. Open the TV menu and select the Sound, Audio, or Audio settings section.
2. Look for features such as Night Mode, Auto Volume, Volume Leveling, or Dynamic Compression.
3. Select the function you found and, if necessary, choose a gentle setting.
4. Test it during a quiet program followed by a commercial break.
5. If an external device (such as a soundbar) is connected, check the same setting on that device as well, since it often has its own audio menus.
6. If available, try switching the output format to stereo or PCM.
7. Adjust the volume levels of each source so that switching between cable TV, streaming, and the console doesn't cause any sudden changes in volume.

Advertising in streaming services and smart TV apps

Traditional television is only part of what people watch directly on their TVs today. Video-on-demand libraries, YouTube, and ad-supported streaming services account for a large share of TV viewing. The perception of excessive advertising is often even stronger there than with linear programming.

Why apps and media libraries sound different

When streaming, the audio goes through a different technical chain than with traditional television. Content, commercials, apps, smart TVs, and, in some cases, streaming sticks each have their own audio processing. Some platforms only partially normalize the volume, while others do not normalize it at all. On top of that, content comes from a wide variety of sources. A home-made video is mixed differently than a professional feature film, and a commercial often comes from an advertising-specific recording studio with its own volume control logic. If you watch a video that’s mixed very quietly and turn up the TV volume to compensate, the next commercial—which is at full volume—hits you with full force.

Audio settings on the streaming device

A common mistake is to look for all audio settings on the TV. In fact, streaming sticks, smart TV apps, and consoles often handle the audio independently. For example, if turning on night mode on the TV doesn’t change anything, it’s a good idea to check the settings of the device on which the app is actually running. Many streaming sticks offer their own options for volume normalization or audio output. Some apps also feature audio leveling that works independently of the TV and the stick.

If the TV settings aren't enough

The TV settings are a good place to start and do a decent job of addressing some common issues. However, the results are often disappointing. Now, if not sooner, is the right time to consider an external solution.

Speech intelligibility as the real problem

One important point is often overlooked. Commercials don’t just sound annoyingly loud because they’re mixed at a high volume. Often, the program that precedes them plays dialogue so quietly or indistinctly that the TV has to be turned up louder than usual. This results in a continuous cycle of loud and quiet sections in every commercial break. During the program, the volume is turned up for the commercial break, then frantically turned down during the commercials. If you want to put an end to this constant volume adjustment once and for all and solve this annoying problem for good, an external TV audio device is the solution.

Solution: OSKAR TV Voice Amplifier

OSKAR doesn’t automatically OSKAR down the volume on TV commercials. Instead, this TV voice enhancer analyzes the TV audio, optimizes it for clearer dialogue, and minimizes distracting background noise. At the same time, OSKAR wirelessly brings OSKAR sound closer to where you’re listening, just like a portable soundbar. As a result, you often don’t need to turn the TV up as loud to hear the dialogue clearly. Especially when commercials are perceived as too loud, while dialogue in regular programming is too quiet or unclear, this combination of speech optimization and proximity to the listener can be the perfect solution for TV sound.

Why hearing loss further reduces the effect

The farther sound has to travel through the room, the more reflections, reverberation, and background noise dominate the listening experience. This makes speech less clear, and many viewers respond by turning up the volume. If, on the other hand, sound is reproduced directly at the seat, the listener benefits from a higher proportion of direct sound. Dialogue sounds clearer without having to raise the overall volume in the room. Commercial breaks, which are mixed at a higher volume relative to the program, are less noticeable because the TV isn’t set to an artificially “excessively loud” level.

Which solution for which problem

The following overview matches common complaints about TV commercials being too loud with the appropriate measures:

Overview of Issues and Measures

In short: TV settings like Night Mode and volume leveling provide immediate, free relief from sudden volume spikes. If these aren’t enough, it’s worth considering a hearing solution with speech optimization and sound at the listening position, which makes TV audio more comfortable over the long term.