Calming Down Loud Commercials & Station Promos
September 6, 2012
By Bill Duggan, Group EVP, ANA
The Calm Act goes into effect December 13, 2012. The Commercial Advertisement Loudness Mitigation Act responds to years of consumer complaints that the volume on some commercial advertising was much louder than that of programming and requires broadcasters to ensure that the sound level of commercials is the same as programming.
MediaPost recently reported some interesting news on the Calm Act related to station promos. The FCC has made it clear that station promos should be treated the same as ads – in other words, the station promos cannot be louder. The National Cable & Telecommunications Association, a cable industry trade group, is arguing otherwise. MediaPost goes on to say,
“It makes sense for the FCC to treat the two as the same when considering CALM implementation. What a coup it would be for networks if promos were exempt, bringing louder promos than the programs and ads. Talk about standing out. The ad industry should make sure promos are treated the same as ads to avoid the prospect of distracting from their messages.”
ANA applauds the FCC perspective. With the Calm Act, commercials cannot be louder than programming. And it makes perfect sense that station promos be treated the same as commercials and also not be louder than programming.
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