Loud commercials were once just background noise, a leftover irritation from linear TV that followed viewers into streaming. California’s new ad volume law is changing that, turning a compliance issue into a conversation about design, accessibility, and profit. When ads are easier on the ears, they connect with more people and drive more sales.
For program management leader Danielle Benson, this conversation is long overdue. With over 15 years of experience at major entertainment companies including Sony, NBCUniversal, and Warner Bros. Discovery, she believes some leaders in the industry are beginning to recognize a simple truth: comfort and inclusion can directly drive profit. Benson positions ad accessibility not as a cost center, but as an untapped business opportunity.
"Accessible design has consistently proven that comfort and inclusion can drive real profit. When experiences are built to welcome everyone, advertisers reach a broader audience instead of shutting people out. It isn’t just the right thing to do, it’s a smart business move that makes it easier to connect with more viewers and ultimately sell more," Benson says.
Turn it down!: With regulations limiting volume as an attention-grabbing tool, the onus now shifts to the industry to redirect its investment toward creativity. Benson believes the focus should be on making better ads that earn a viewer's attention on their merits. "Advertisers need to focus on creating commercials that earn attention through creativity, not volume. A truly creative person should be able to make something clever, emotional, or unexpected that draws viewers in without overwhelming them. The best ads don’t have to shout to be heard," she explains.
For many viewers, loud ads do more than interrupt the moment. They actively exclude people, particularly those with sensitivities to sound. What should be a shared viewing experience becomes inaccessible to anyone who can’t simply tune out the noise.
Too loud for the little ones: "Infants are far more sensitive to sound than most people realize," Benson says. "When my nephew was a baby, my family used noise-canceling headphones for him at loud events to protect his hearing. If a commercial suddenly blares through the speakers, that kind of noise can startle a child and disrupt an entire household. It’s not just unpleasant, it makes the viewing experience inaccessible for families."
Hard on the hearing: "It’s quite obnoxious, and it can actually be startling. For people with hearing aids or age-related sensitivity, sudden changes in volume can be jarring and uncomfortable. Instead of enjoying a program, they end up avoiding the experience altogether."
Ultimately, Benson sees the California law as a precedent-setting event that will likely inspire other states to follow. She compares it to another state-led movement that fundamentally changed corporate behavior, suggesting that a new era of accessible advertising is not just possible, but becoming more likely.
"California is setting an important precedent. When Colorado became the first state to require salary ranges, it set off a broader shift that ultimately improved standards across the country. I believe California’s approach to ad volume will have a similar impact, prompting other states to follow and elevating accessibility for everyone," she concludes.
