This is common of advertisers to do this. Some higher end TVs can auto adjust the volume to keep it at a more even level but commercials are usually louder on purpose. The FCC has just passed a bill to limit this practice. You can read more about it here:
http://www.switched.com/2010/10/01/senate-approves-bill-to-limit-volume-of-tv-commercials/
Go to your menu, system setup, then there should be an audio menu. Change it to L-PCM. (How to get there may vary from receiver to receiver, and on cable boxes may or may not have setting)
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