According to the findings of an Adweek Media/Harris
Poll of 2,194 U.S. adults,86% of Americans say that compared to the TV shows themselves, television commercials seem louder. 57% say the commercials seem
much louder. Just 12% say the
shows and commercials are at the same level, and only 1% say the volume of the commercials is softer than the shows.
93% of those who say the ads are louder say it bothers them, with 62% saying
it bothers them a lot. 31% say the fact that the commercials seem louder bothers them a little, while only 7% say it does not bother them.
There is an age difference when it comes to
how loud the commercials seem:
- 92% of those 45 and older say the commercials seem louder
- 83% of those 35-44 say this
- 79% of 18-34 year think they are louder
- 70% of adults 55 and older say the volume of the commercials is much louder than the televisions shows themselves
Perception of Ad Volume Compared to The Show (Base: All U.S. adults) |
| | Age |
Perception | Total | 18-34 | 35-44 | 45-54 | 55+ |
Louder (net) | 86 | 79 | 83 | 92
| 92 |
Much louder | 57 | 42 | 55 | 60 | 70 |
Somewhat louder | 29 | 37 | 28 | 33 | 22 |
The same level | 12 | 18 | 17 | 7 | 8 |
Softer (net) | 1 | 3 | * | * | 1 |
Somewhat softer | * | 1 | * | *
| * |
Much softer | 1 | 2 | * | - | *
|
Source: Harris Interactive, April 2010 (% Roundied; * indicates less than 0.5%) |
There
is also a difference in age over how bothersome this volume change is. Seven in ten adults 55 and older, and two-thirds of those 45-54 say the fact the commercials seem louder bothers them a lot. Just
under half of those 18-34 say this bothers them a lot, while 40% say it bothers them a little.
Consumer Attitude of Bothersome Quotient (% of Respondents Who Feel Commercials Seem Louder) |
| | Gender | Age |
"Botherness" | Total | Male | Female | 18-34 | 35-44 | 45-54 | 55+ |
Bother (net) | 93 | 92 | 95 | 88 | 94
| 96 | 95 |
Bothers me a lot | 62 | 58 | 66 | 49 | 60 | 66 | 71 |
Bothers me a little | 31 | 34 | 29 | 40 | 34 | 30
| 24 |
Does not bother me at all | 7
| 8 | 5 | 12 | 6 | 4 | 5 |
Source:
Harris Interactive, April 2010 (% Roundied; * indicates less than 0.5%) |
Women are more likely to say the change bothers them a lot, while men, on the
other hand, are more likely to say the changed volume bothers them a little, or does not bother them at all.
The report concludes that, since commercials are intended to sell products, when
they become something that actually bothers consumers, advertisers need to consider looking to softer, more subtle ways to get their messages across.
Of note, says the report, in December 2009
the House of Representatives voted to pass the CALM (Commercial Advertisement Loudness Mitigation) Act, which will regulate the volume of commercials. The bill is currently being reviewed by a Senate
committee.
For more information, please visit HarrisInteractive here.