TODAY | December 13, 2012
>>> this may have happened to you. you're watching tv and it goes to commercial and then suddenly, the volume is blaring. have you noticed this?
>> all the time.
>> me, too. i'm throwing things at the tv. and you can throw away the earplugs. starting today, new government rules and they say the commercials can only be as loud as regular programming.
>> this is known as the commercial advertisement loudness mitigation act better known as the calm act . it actually was voted on a year ago. they had a grace period of a year to get their act together but it goes into effect today. i always thought it's weird if you're an advertiser and you want people to like you and your product, why would you do something so annoying?
>> i think the initial idea was to get attention. suddenly, there's this loud attention so you'll sit up and pay attention . but mostly so you can press the mute on the remote. but people are walking away and they think they have to blast the commercials. on todayshow.com, what do you do when the commercials are blasting, 38% mute the television. and grab the channel and others, commercials? what commercials?