Not if their ad's dont work for it.
The other thing is that you cant have call to actions on platforms like apple tv, and the apps for bluray players etc, just a show someone 30 seconds of something they have to remember and do something with later.
Compare with youtube prerolls and banners on the web where you can get people straight into your website or profile or whatever. I dont even think an ad on an apple tv can even prompt you to install an app or anything like that.
Even a "press the yellow button now" to get an email with a coupon or something would be better than what the bluray and smart tv apps do now which is aproximatly nothing.