R. Fry said:In such cases I mute the audio of those commercials -- which probably is not the response that their sponsors are paying for.
A lot of consumers do that...
However, experience in countries that already implemented loudness regulation in TV, shows that since the commercials no longer "jump" at you with how loud they are, they are no longer irritating and viewers don't feel the need to mute them.
That is provided they are not irritated by the content itself
Regards,
Goran Tomas