My 2 cents, if you don't mind.
First of all, a commercial or 2 will do no good it will have to be a lot of commercials. Stats prove that the prospective customer must hear your message a min. of 3 times in a short time (a week or so) to even remember your message, let alone act on it. When you consider that probably half or more of the TV viewers don't shop or sell online (either don't have internet or are scared of online shopping) your cost per prospect just got a lot higher. Then you consider that of your "less than half" left most prospects have no reason to change from the shopping channels that they already trust and use. Then consider that the handful of people left may all hear, remember, and be interested in your message, but the majority still won't ACT on it. You're talking about spending millions of dollars on just a few prospective customers. THEN consider that eBid will not be paying for this - you and I will, and isn't the reason that most of us are here is that we are tired of the other places taking the majority of our profit. To me it seems like we would be just as well to stand on the street corner handing out $100 bills to people to start using eBid.
Another thought on this is, right now the buyers have no reason to use anything other than eBay, Amazon, and the like only the sellers have a reason to try eBid. So all that money spent on commercials is only going to grab the attention of the sellers. I don't know about you but I would have a hard time paying to add sellers to the site - at least on eBay I would be paying for buyers.
To get buyers eBid needs something that nobody else has. Think about it, if, for example, Dell listed on eBid and no where else, buyers would come. And if eBid landed an exclusive deal with Dell, that would get the attention of the media. There's your TV commercial, only now instead of a tacky commercial that everyone is ignoring you've got Brian Whateverhislastnameis on the 6:00 news telling America about eBid, and you've got a reason for buyers to come, and you've got print media on the coattails of the TV news, and then you've got the websites of the print media with links to eBid, and those websites are sending RSS feeds to thousands of other websites with that same info and links - all of this is free. I would put my millions of dollars into working out a deal with Dell.