Hard data from a real client:
On a TV show with 10 million engaged viewers, each 1 second a URL is mentioned and shown on the screen translates into roughly 100,000 more visitors to that URL. Ten seconds of times translates into one million viewers.
After that, it tapers off, though additional mentions and showings of the URL will get incremental traffic, and will spike if discussion says the URL offers something exclusive.
Audience is roughly 1/4 per segment, <18, 18-34, 35-49, and 50+, with 3/4 at least some college.
A TV driven audience teaches a lot about scalability.