Most TV shows will have a dynamic range in their sound – highs and lows in overall volume based on what is going on in the show. The commercials, however, use what is called a compressor to reduce the dynamic range – the compressor sets a maximum volume and then increases _all_ of the sound up to that maximum volume without exceeding it.
This means that the perceived loudness is higher than the TV show, even if the actual volume has the same high end limit.
They do this to grab your attention.
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