We first heard about the CALM (Commercial Advertising Loudness Mitigation) Act a few months ago
, and while at the same time the ATSC has released a standard
in the effort to reduce the problem, we're afraid that this is one law that does make sense. Unlike the new standard volume level, the CALM Act that passed in the House dictates the relative volume level of ads compared to the programming. Assuming the Act passes the Senate as well, advertisers will have one year to adopt industry technology that'll level out the volume of the ad. While the idea seems to make sense, you'll have to forgive us if we wait to send a thank you email until after we see how this actually works.