Right. I use the TV app to manage everything I’m watching. There are ads for Apple content (and extras like the football pass) but it’s rather innocuous.

I’m not getting ads from the lowest rung trash TV someone is pushing, random consumer electronics, things I’ve googled, etc.

As far as I can tell it’s basically the best experience on a modern smart TV without going full HTPC custom.

(LG was pretty good they’re getting worse with promoting things to you, it seems)