Woah there.
Speaking as an ad agency “pinhead” producer can I have a say here?
1) Ads are not TV shows. They are shorter, contain more information, cut faster and so are literally “compressed” – it’s in their nature. Michael G put it better (below).
2) It’s up to broadcasters to regulate audio levels, not producers of spots or TV shows. If a broadcaster cannot be bothered to police audio levels, no-one is happy. Not the programme makers, not the advertisers, not the producers, not the viewers. Broadcasters should quality check each spot (and TV show) before it airs and reject it if audio levels do not meet their spec.
3) All the careful work I put into making a blanced audio track for spots is wrecked by broadcasters putting compression in as they go to air. This compression is only switched in on ad breaks. A “dramatic” 30sec ad with an atmospheric, filmic soundtrack is completely ruined by this process. Ad agencies need to put pressure on broadcasters to fix this. I do.
4) Audio post-production studios should be well aware of “legal” levels – and in a booking if I see the PPM going above 6 I will get them to wind it down.
I know “local” can mean “don’t know what they are doing”. The only way this is going to change is by broadcasters regulating audio levels across the board. The people to effect change are viewers – either by complaining or switching off or hitting the mute button or running away or throwing a brick at their TV; and advertisers and agencies who don’t want viewers complaining or switching off or etc.
And yes I am one of those viewers. Funny old world.
Google “Loud ads on TV” for useful and thought-provoking submissions to the Australian Broadcasting Authority on this very subject early last year.
Tom Ackroyd