You are playing a viewership game and not an impact influence game.

A show displaying a video 20x a month over the course of 3.5 months is a great promo spot and not having over 1M viewers daily didn't deter the people that watch from actually going to the movies, buying the singles/albums/books/products
A 10M viewing show on CBS might not translate into 100k additional sales but a place where it targets pop culture could and did generate success for those that sold it properly.