He's going to need a good amount of money to put these ads on TV. No ads are effective once (unless they're those crazy superbowl ads that everyone talks about). People need to see them multiple times before they stick. Commercials were the perfect time for me to run into the laundry room and down a bunch of booze while no one was looking....but that's a whole other story :-).
I don't think my wife watches the commercials during those housewives shows. I think she switches to QVC during the commercials.