It's absolutely no different! The TV is doing something weird to get around it, or these ads are just cached from earlier. I'm not sure yet. Good news is that the ad blockers definitely works, we're getting 96/100 on https://adblock-tester.com/
Google TV is the easiest to get rid of ads on. I have a Sony and a Hisense both no ads.
Look up and use the Projectivy Launcher.
You'll also want to sideload an app that forces the default launcher to Projectivy (can't recall the name) because they don't allow changing it through the stock OS. Projectivy tries to use accessibility settings to take over on its own, but it breaks some other features so I don't use them.