ASA Adjudication on Sci-Fi Channel Europe LLC

Ad

A car ad was shown in an ad break during the film 'Ground Zero' on the Syfy Channel.

Issue

The complainant challenged whether the ads was excessively noisy compared to the surrounding programme material.

BCAP TV Code

Response

Sci-Fi Channel Europe LLC (Sci-Fi) agreed that when viewing the DVD of the output, the sound levels of the ad did seem higher than the immediately preceding programme content. However, they stated that the Code recognised that, for editorial reasons, ad breaks may occur during quiet portions of programming with the result being that the ads at normally acceptable levels seem louder in comparison. They said their sound engineers had separately checked and confirmed that the decibel (dB) levels and peaks for the ad were within the limits prescribed so as to ensure an adequate buffer of dBs between advertising peaks and the maximum peaks exhibited by their programming. They said that they were confident that the levels were within the subjective loudness levels permitted by the Code.

Sci-Fi added that they were working with other broadcasters and the broader advertising industry to establish consistent working practices to give viewers of any channel a more consistent TV experience with regard to maximum loudness.

Assessment

Upheld

The ASA acknowledged that Sci-Fi were working with other broadcasters and the industry generally to ensure compliance and welcomed their efforts in this regard.

We noted the Code states that when a PPM is used, the maximum level of the ads must be at least 6dB less than the maximum level of the programme in order to take into account the limited dynamic range exhibited by most advertisements.

We also noted the Code took into account that, for editorial reasons, ad breaks sometimes occur during quiet portions of programming, giving the perception of loudness in ads which follow it.

We understood the complainant had a particular objection to the Peugeot ad. We noted the programme volume was consistent and fairly muted. We noted, however, the maximum level of all of the ads was not 6 dB lower than the maximum level of the programme, as stipulated by the Code. We therefore concluded that rule 6.9 had been breached.

The ad breached CAP (Broadcast) TV Advertising Standards Code rule 6.9 (Sound levels in advertisements).

Action

The ads loudness must not be excessive and must be more consistent and in line with the surrounding programme material.

Adjudication of the ASA Council (Broadcast)