Like everything else, the consumer will do a cost\benefit analysis. If they believe that they are getting something beneficial from accepting the ads that exceeds the annoyance of having them, then they will accept them.
Off the top of my head I can only think of one benefit; a reduced price for the TV, but no doubt they're trying to come up with others.
Personally, it would have to be a massive reduction in price before I'd consider the cost outweighed. But others may have tighter budgets and greater tolerance for adverts.
I also would expect a thriving industry of ad-disabling devices, allowing you to remove the adverts facility after purchasing the TV.