[kryogenik]

As far as I understood it, TV programme sound levels generally have a normalised level 'ceiling' and most productions tend to stay below this.
Ads don't have to conform to this so tend to exploit it (much the same way that certain music recordings are boosted in the studio to sound louder on radio and jukeboxes etc), hence the complaints to the Committee of Advertising Practice being upheld - i.e. the ads go louder to attract your attention. While almost everyone would agree that they do attract your attention, I'd say there's just as many that would say it's irritating enough to make you alter the volume, or even mute during the ads, so probably counter-productive anyway? I know I find it very, very annoying. I'm very heard of hearing and so have the volume up quite often - so when the ads come on it's even more apparent. I've gotten used to hitting the mute button when I know an ad break is due. Shame we can't see the little box anymore in the top right hand corner that used to appear just before an ad break.