As in the case of radio, saturation is required to achieve market penetration and to support the event. This can be costly. Unlike radio, people watch TV programs not stations, and switch channels often. Listening statistics are less and less reliable because consumers channel surf during commercials or mute them out. It is next to impossible to dominate television effectively.
Merchants often brag about having a single commercial in an expensive, prime time network slot.
Perhaps, but more likely most of them were in the bathroom, channel surfing, or had the mute button on. This is extremely costly and difficult for a retailer. TV is great for selling a concept, and also a good supplement for interludes during a long high impact event. You can get excellent buys and reach the female audience by selecting Talk Shows and Soaps. Women are the key target for marketing home furnishings items.