It looks like Firefox plans to capitalize in its recent surge in popularity by they're going after prime time cable channels like Comedy Central, ESPN, TNT, History Channel, USA, and MTV. In terms of demographics, they're targeting people who they think are willing to download and try Firefox.
This could just work. Everytime I see one of those Apple/PC TV ads, I ask myself why I still use a PC, when Macs look so darn cool - I want to be a cool kid too! Maybe Firefox should look at ways to highlight how much better their browser is compared to IE. By the looks of the 
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Firefox Television Ads Go Live
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