• December 16, 2009

Most U.S. television viewers are so annoyed by loud TV commercials that they reduce or mute the volume, or change the channel altogether, according to a just-released national survey by Harris.

In the telephone survey of 1,000 TV viewers, conducted for Harris Corporation, 89% are bothered by advertising volumes. Eighty percent turned the volume down, muted the volume or changed the channel.

Sixty-one percent said the loudness difference negatively impacted their perception of the product or their ad-viewing habits. Thirty-eight percent reported they are less likely to pay attention or consider the product.

Only 5% said the louder volume makes them more likely to pay attention to an ad and consider the product.--Karl Greenberg