Ok -- I see what you're driving at. In 2019 the AMA signed up 12,000 new members. What we don't know is 1. how many new members they sign up on other years. 2. what the retention rate is of these new members. 3. how many of these new members signed up as a result of the promotions mentioned.
I have been or am an officer in two local clubs. On an annual basis each club generally has a 10% to 20% membership of new members. Most of those turn out to be looky loos, and are not retained for another year. They have the idea they want to be in a club - pay the dues and also AMA dues - but find out life doesn't afford them the time, or they're not that interested and they fade away. Since I'm in both local clubs I'd know if they were just migrating from one club to the other - and that does happen - but not often. So my point is that if this is the case nation wide then this 12,000 is about 10% of the AMA paid membership - which correlates pretty well with what I've seen locally on an annual basis.
Now if the AMA had 12,000 more new members then usual -- that would be much more interesting, but as their membership is in steady decline I'm afraid is not the case.
That said -- I do think that getting our hobby portrayed in a positive light on the tube is in our best interest. All the way back to the A-team model airplanes have been used in entertainment for smuggling or spying. The current season of SWAT -
https://www.imdb.com/title/tt10482296/ Episode 1 "Fire in the Sky" "The SWAT team works with Lt. Piper Lynch to hunt down a serial bomber who is using drones as bombs. "