About the worst thing you can do, but contestants love doing this, is to burn the valuable audience lifeline early on a question when you already have a good sense of the answer but just want to "make sure". What a waste! Save that for a question when you have no clue, which WILL happen before you reach the million level.
My intuition is that for ask the audience to be useful the number of people who know the answer has to be well above the noise or you don't get any wisdom from the crowd.
So that means that enough people have to know the right answer AND the wrong answers should be distributed as evenly as possible.
People don't often answer multiple choice trivia questions wrong in an evenly distributed way so this makes sense to me.
It would be cool to see some actual data on this though, I thought I remembered seeing something back when the show was huge but it's a vague memory.