From this screen you would see an overview of commercials in the database, rated from high to low depending on the amount the broadcasting channel got paid and then the user him/her-self can choose the commercial they want to watch. Just like they could zap away if things are not of interest to them.

Hell they could even track your, or the households for that matter, commercial interests. This way allowing a recommended option as well which would fill up the commercialblock with personalized commercials which would actually keep you in place wanting to see them.

Ofcourse, this would require the visitors to have interactive television enabled, and that is still something rare in a lot of countries.