Is your thumb sore and blistered from hitting the mute button? We have good news for you. After decades of complaints from TV viewers who are sick of obnoxious ads blaring in their living rooms, Congress has decided it’s finally time to set “internationally accepted standards of television advertisement volumes.” So now the only button brutalizing your opposable digit will be the DVR fast forward!
The Commercial Advertisement Loudness Mitigation (CALM) Act, which would require the Federal Communications Commission to play commercials at the same decibel volume as regular programmed shows, is now on its way to the White House, after being passed unanimously by the Senate back in October and recently by the House of Representatives on December 2. After becoming law, advertisers would have a year to comply with the new regulations and stop using the aggravating tactic of cranking up the volume during advertising spots. Perhaps this will force marketers to figure out a new strategy, like designing ads that people actually want to watch? We’re not holding our breath!
The FCC reports that consumers have been complaining about loud commercials since the 1960s. CALM should bring a sigh of relief to many disgruntled couch potatoes. But in the age of TiVo, Netflix, DVR and online streaming video, is this legislation so long overdue that it’s now completely irrelevant?
According to the FCC, loud TV ads are still a problem today: they’ve been the primary consumer complaint about TV in the past 21 of 25 quarterly reports. In an attempt to squelch the discontent, their website offers suggestions for dealing with the topic: “If you have a complaint about “loud” commercials and background noise, first try reducing the volume by checking your television and remote control.” Good stuff, FCC.
But what about Internet ads? These days, more people are abandoning their TV sets and turning to their computers to watch streaming shows and videos, and advertisers are following suit. A report from eMarketer states that “spending for video ads will continue to escalate at a furious clip in 2011,” so a major drawback of CALM is that it doesn’t extend to the digital realm. Because the Internet isn’t technically considered broadcast medium, the FCC can’t officially regulate it, though they’re exploring the extent of their authority over broadband service. Perhaps Internet users annoyed with online ads will just have to complain about them for 50 years or so before Congress decides it’s time to step in. We can only hope that long before then, marketers will stop yelling and start creating compelling advertisements that consumers actually want to watch, not mute.
Photo composite: Thinkstock(2)
