ASA raps Yesterday over noisy adverts
Thread Starter: planeboy Started: Wed 16 Sep 2009 Replies: 0
The Advertising Standards Authority has rapped UKTV's Yesterday channel over three excessively noisy adverts it aired recently.
As flagged up by the ASA's monitoring team, the ads in question were shown during Catherine Cookson drama The Round Tower and were deemed to be alarmingly noisy compared to the "surrounding programme material".
In response, Yesterday acknowledged that the problem was due to the quiet nature of the programme in comparison to the adverts.
The ASA accepted that The Round Tower was a "quiet drama with a lot of dialogue", and that several of the ads carried were at a consistent sound level.
However, by using a subjective loudness meter, it found that three ads were at least three decibels louder than the loudest part of the programme, and occasionally four decibels higher.
Therefore, the ASA ruled that the ads were "excessively noisy" compared to the programme and told Yesterday to be careful in future with the loudness of its adverts to ensure that it complies with the TV Advertising Standards Code.
The regulator also recommended the setting of a uniform subjective loudness level for the channel which takes into account the particular volume of its programming.
The Advertising Standards Authority has rapped UKTV's Yesterday channel over three excessively noisy adverts it aired recently.
As flagged up by the ASA's monitoring team, the ads in question were shown during Catherine Cookson drama The Round Tower and were deemed to be alarmingly noisy compared to the "surrounding programme material".
In response, Yesterday acknowledged that the problem was due to the quiet nature of the programme in comparison to the adverts.
The ASA accepted that The Round Tower was a "quiet drama with a lot of dialogue", and that several of the ads carried were at a consistent sound level.
However, by using a subjective loudness meter, it found that three ads were at least three decibels louder than the loudest part of the programme, and occasionally four decibels higher.
Therefore, the ASA ruled that the ads were "excessively noisy" compared to the programme and told Yesterday to be careful in future with the loudness of its adverts to ensure that it complies with the TV Advertising Standards Code.
The regulator also recommended the setting of a uniform subjective loudness level for the channel which takes into account the particular volume of its programming.