I would definitely consider it a step up, compare how many people will have seen that advert on mainstream tv to how many people watch QVC shopping tv and yes, I think the commercial wins hands down, and yes he'll get paid royalties every time it's shown.
IW are still using a VT of him selling some reading glasses - I'd say Haribo was very much a step up for him. He still makes me think of Anglia Television back in the day, so he's not all bad for me.
The advert's OK. I like Paul Lavers. I really miss his irreverent style. Some of the things he used to come out with were hilarious! Unfortunately QVC would probably deem him too much of a loose cannon to have back.
Paul is still listed as a presenter on The Craft Channel. I haven't seen him presenting for a while on there so perhaps Julian got him roped in to bring in viewers who knew him from the old days. Anthony Heywood is still on regularly with the Anna Griffin shows.