The important thing is that whatever source you use, you balance all the speakers in relation to each other's SPL reading. This is way more important than the absolute level you calibrate to, or which signal you use. Most people don't listen at "reference" level anyway. The reference level is...
Wideband pink noise does in fact have more "energy" in it than band lmited pink noise. It sounds louder for the same SPL reading because it contains frequencies that are in the ear's most sensitive region, and continues to the high frequencies - filtered pink noise from the other sources do not...
The pink noise signal on the Avia disc is full bandwidth pink noise verses the band limited pink noise that is on other DVDs and what comes out of receivers and preamps. Since this signal contains all frequencies across the entire audio band, it will sound louder than the other test signals...