Are TV audiences getting smarter?

I just caught something from an NBC promo for "Heroes", in which the tagline read something like this:

To enter the contest and make your theory, go to: "http://www.nbc.com/Heroes/cisco"

Could this signal that mainstream TV audiences are getting smarter, at least in terms of URL savvy? Mentioning a web path that goes more than a single directory deep was a major no-no in years' past in terms of marketing over traditional broadcast media. Since I work for a media company, it was critical to have friendly URLs for our cross-platform teases. Mental bookmarking away from the PC is easier (translating into actual browser bookmarking later), top-of-mind awareness is preserved and you generate a winning connection with users. This was a major design decision that went into our site from the onset.

Most of the better, non-CMS dependent web sites in the early days used to do this, too. Microsoft used to be this way but has largely gone away from such a hierarchy. Google modified the rule, typically using news.google.com, reader.google.com, docs.google.com and the like.

If viewers and listeners can tolerate going one more folder down, I guess that's progress.