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Not that uncommon actually, this type of advertising is being used on plenty of regional or even state wide channels (where allowed) in Germany for years. So obviously it has some ROI, although it's also a branding thing, always good to be on TV as people tend to believe that anything on TV is more "oficial" and "established".
Ran a two hour live show on a satellite as a test in 2008, got indeed new sign ups, distributed in cca 24 - 48 hour period since the broadcast start (while the attention span lasted).
These days, with smart TV's getting internet browser or tablets that may be at hand when one watches TV, I guess the ROI of impulse buyers may only get better.
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