Proportion of Direct Sound vs. Ambient Sound

In contrast, ambient sound, such as reverberation, has a relatively constant level. Therefore, at a given distance from a sound source, a listener (or a microphone) will pick up a certain proportion of direct sound vs. ambient sound. As the distance increases, the direct sound level decreases while the ambient sound level stays the same. A properly designed sound system should increase the amount of direct sound reaching the listener without increasing the ambient sound significantly.

(from Audio System Guide for Houses of Worship, Shure Educational Publication)