My understanding from comments made by the team is that they paid a "production fee". They don't have the kind of money needed to pay for advertising on national US TV networks. That would be millions of dollars I suspect.
Anyone following this project knows they don't have those kind of funds.
As for the 80 million potential households, that is across all the channels that the advertisement and documentary will be shown.
I’m just going by Dave’s words, which were, and I quote, “As you know, the Commercial has already aired on Fox Business Network during prime time on two occasions to a potential audience of 84 million homes.“
Even if that were taken to be the total potential viewers for the 2 commercials, it would still imply 42 million viewers each time.