Actually, most ads are not louder than the feature programs... the smart cookies that produce the audio for these ads often use and accentuate frequency ranges which are more audible to the human ear, thus making them seem louder. This is becuase in many places it is actually illegal or against broadcast rules to have ads louder than the feature presentations. Films and TV shows may not seem as loud becuase they take a more realistic approach when re-producing real-world sound, and use a much wider variety of sounds which may or may not fall within the optimum hearing ranges.