I understand, but I don't see the advantage that these people would have in increasing their ratings if they ultimately can't make it pay through advertising.
Are you ready to invest money to reach the entire population? Let's take, for example, the freesat system, which costs $500. Let's suppose we're talking about 10,000 households, even though that's more than there in fact are. If you multiply that number by $500, it would cost you $5 million for everybody to receive the signal. Are you ready to do that?