Then how come, every time I pay for content, that content still has ads? The paywalled newspaper sites I frequent do this. Or, notice how they do this in every movie theater in America now -- you can't sit there in peace before a movie. Instead, before the trailers start, you're subjected to a barrage of loud ads.
Even on the March Madness app -- I've logged in with my Comcast credentials, they are going to show me the regular TV ads, and yet they make me miss live game action to show me ads specific to the app! And they do this every time you leave the app and come back.
Every place that an ad can be placed, it will eventually be placed, in every medium and whether a consumer paid for that content or not. Throwing ads in our face is so widely abused that I'm completely unsurprised that adblockers are mainstream and still growing. Our web browser is one of the few places we still have control.