My wife turned on the TV and promptly our 3 year old began to pester her to put on a cartoon he wanted. This was broadcast so she was trying to describe how that works.
Her: "You can only watch what they show you. You can't choose whatever you want."
3yr old: "But I want cartoons! Can't We turn it on? "
Her: "It just doesn't work that way."
3yr old: "But it works on Netflix!"
Yup. And advertisements are just as confusing. They have a tough time telling them apart from the real content. Pretty fascinating to watch the them watching. I doubt they'll ever learn to play during the ads like we did.
Content producers and "broadcasters" need to learn that the paradigm has changed. Business as usual won't work.