SEO-related TV marketing observation

Recently, I’ve been noticing quite a few company TV adverts that don’t include their domain name; instead displaying ‘Search [keyword]‘ at the end of the ad to get their target audience to look on their site. To me, this strategy seems fairly risky; the majority of these adverts are time-limited and unless the SEOers involved have built up some good quality backlinks to the site (using relevant keywords in anchor text, and such), it’s going to be difficult for that site to get to the top spot – I would suggest that even second spot in the SEs for their most competitive keyword would count as a fail.