Commercials/ads should be patterned after a weather model. 9 months out of the year, consumers pay it no mind, and when it happens, it is a hard shock, meaning some people push through and others avoid it entirely.
In the 3 "bad" weather months, there is a rise (1), a sustain (2), and a decline to normalcy (3). Month 2 is wall to wall commercials. Everyone knows August, for the sake of example, is just commercials.Everyone knows July and September are lousy with commercials. Consumers and producers adjust accordingly.
In the 9 month normal, there are scattered showers of commercials, maybe the occasional thunderstorm (elections, sporting events, mass shootings, etc.). In the 3 month bad weather period, the paradigm is Superbowl.
By scheduling the big ad push, companies and producers will be motivated to create content worth watching. I abhor sportsball of any type, but I watch Superbowl commercials religiously. They (we) spend ludicrous amounts for the Superbowl because of the guaranteed eyeballs. This model leverages that concept. Imagine ad campaigns with real story arcs. Good acting, exquisite props and locations, viral explosions of excellent ads. Of course some people will just check out, but most people will flock to a 1-3 month period of atraditional media.