Excessively noisy or strident

Excessively noisy or strident. What a great line.

Apparently over 100 people complained about TV channels that have advert volumes higher than the programmes. In reality it annoys thousands of people…but just 100 or so complained.

My solution was/is simple: mute the adverts. It works superbly well. In fact I have now developed the habit on all stations and I’m always muting the ads.

If my behaviour mirrors any measurable chunk of the audience it should have been the advertisers that complained.

Anyway, the story: Television ads must not be “excessively noisy or strident” under the regulations published by the Broadcast Committee of Advertising Practice (BCAP).

The rules come into force on 7 July 2008 following consumer concerns that TV ads sometimes seemed louder than programming.

The regulations say the “maximum subjective loudness” of advertisements must be consistent with the maximum loudness of programmes.

>>> the ASA technical blurb

Kevin Harrington

I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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