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The ads seem louder because they are level compressed and the average audio level is higher than in a movie. Movie's have a high dynamic range, that is, from the low level stuff like normal dialogue, to high level stuff like explosions and Jets, helicopters, rockets launching etc. but the average level is quite low compared to an advert.
TV stations try to compress/limit movie audio to match other source material, but too much compression/limiting makes it sound flat, so they have to compromise.
So.... you bump the volume up in a movie so you can hear people talking at a nice level and there's the occasional explosion or something that is a bit loud, but short in duration.
Then an advert comes along and it is somewhere between the low/high levels of the movie, louder than the movie's dialogue you set the volume to, but less than the explosions etc.
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