Ask seems to be making use of television aggressively of late. The commercials doing direct comparisons to Google and now they are sponsoring "celebrity search" at Entertainment Tonight.
The popularity of celebrity helped the development of a segment on ET about the top three celebrity searches. I have yet to see a segment but I am thinking that the search numbers may not be a big issue.
"Product integrations, in my mind, perform a different task than a pure advertisement," Ask.com CEO Jim Lanzone told Advertising Age. "An advertisement is part of a larger brand campaign where you control the message and you control the creative. With product integrations, it's more of a real-life example of your product in action, which has the positive of actually demonstrating the benefits of your product."