In a press release issued today, Intel announced that they will be using their much-lauded Viiv technology to expand TV advertising. Dubbed the "10 foot" template for advertising, the new system would change the way content is tailored for specific audiences, and deploy "larger" ads suitable for TV via the Internet. While it sounds quite confusing, it all boils down to more specific ads being targeted at people more likely to react to them:

Testing will be conducted by recognized market research firms to define the easiest and most effective ways to reach consumers. The advertising models or templates will provide consumers with more flexibility to personalize the content they want to watch by linking it to relevant advertising.
Other groups are joining Intel in this endeavor, such as Omnicom Media Group. Of course, this is all based on the average consumers willingness to hook a TV up to a PC. Given that Viiv is designed specifically to push media-center PCs, it may became easy enough for them that everyone has one. You can read the full press release in the comments section.