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I know it must have happened between 1994 and 1997, because the founder of WebTV said he got the idea after watching a Campbell*s soup commercial in 1995 that contained a website address.
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All 40.000 commercials in the commercial archive are in Apple's free and fab Quicktime player format.
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I think it was an AT&T ad....
As for the WebTV founder comment, I'll bet you got that from Wikipedia. If you read the source material in the referenced footnote, I think you come to a different conclusion. In the actual quote, it implies he was searching the web and came across the Campbell's web site. In wikipedia, that morphed into seeing a Campbell's commercial.
I have no personal knowledge one way or another.