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Quantitative and Qualitative Evaluations for TV Advertisements Relative to the Adjacent Programs

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The sound levels of advertisements (CMs) in Japanese conventional terrestrial analogue broadcasting (TAB) were quantitatively compared with those in Japanese terrestrial digital broadcasting (TDB). The results show that the averaged CM-sound level in TDB was about 2 dB lower and the averaged standard deviation was wider than those in TAB, while there were few differences between TAB and TDB at some TV station. Some CMs in TDB were perceived clearly louder than the adjacent programs although the sound level differences between the CMs and the programs were only within ?}2 dB. Next, insertion methods of CMs into the main programs in Japan were qualitatively investigated. The results show that some kinds of the methods could unacceptably irritate viewers.

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