We do a lot of work with local video production company, and they have only used timecode twice thus far. Both projects were big ones though (one a Warner Brothers artist, the other was audio for a reality TV show that will premiere on Fox this fall).
Every other video project we've done, they've relied on a cue just before shooting to synchronize everything (a snare hit, or a hand clap or something)
Still, we keep a Timecode generator on hand because you never know!