They’re moving “up” within the band of available loudness.
When you’re watching a normal show, you hear quiet sounds and loud sounds without changing TV volume…the audio feed for the show includes both pitch (tone) and volume. The “floor” is obviously zero (silence), the “maximum” is whatever the TV volume setting and your amplifier/speaker setup can do. A TV show can shift all the volumes up and it will all sound louder…as long as they don’t hit your maximum.
This is commonly used during commercials to try to make you pay more attention.
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