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