Originally cable didn’t have ads: https://www.nytimes.com/1981/07/26/arts/will-cable-tv-be-inv...
That article is actually quite odd; the then-existing cable-only channels it mentions were mostly also commercially supported from day one, the ones they report on considering commercial models are channels preparing to go online, not then-operational ad-free channels. While they point to a public expectation of ad-free cable, they don't point to any actual history outside of premium channels (that generally remain ad-free), and other than public access channels, few non-premium cable channels were ever ad-free (except PBS broadcast channels carried by cable operators, when PBS had public funding that allowed it to operate ad free, but that had nothing to do with cable.)