Their recommendations are basically
"MPEG2 4:2:0 Program Stream
Video Bit Rate 7500kb/s
Audio Mpeg layer 2 384 kbps"
That is more data than most DVD's use, but since this is supposed a way to send TV commercials for presumably broadcast use, you would want the higher bitrates.
If you do not need to have your videos broadcast this is more than overkill... even their recommendations for preview movies are a little bit more than you need for good web movies.
Cleaner for Mac has a lousy MPEG2 encoder for the most part. Using BitVice or Megapeg.X for encoding and MPEG Streamclip to multiplex it would give you a much, much better quality MPEG2.
Bob Hudson
Consultant & Writer
Video, DVD and
Multimedia Production
Overland Park, Kansas USA
http://www.bobhudson.com/