I know this one is a stretch, but one of my argument is: if they're paying to put up a billboard which I cannot ignore because it's out in the real world where I walk with my eyes open, they force a craving inside me. They literally payed money to instill a want in me that I never asked for. This is not a secondary effect, it's why they put the Billboard there.

In that case it's ethical to resolve this want by consuming the content without paying. Sorry if I'm not Monk McMonkface and deny this want with mental fortitude, but they have a whole marketing agency and I'm just trying to get by.