;p;p;p With the upcoming ATSC3.0 all things will be even better with broadcast tv (and I suppose will also work on future cruises?)" https://www.cnet.com/news/atsc-3-0-the-future-of-free-antenna-tv-is-coming-eventually/
Broadcast TV will know what you're watching
One of 3.0's more controversial features is a "return data path," which is a way for the station you're watching to know you're watching. Not only does this allow more accurate count for who's watching what shows, but it creates the opportunity for every marketer's dream: targeted advertising.
Ads specific to your viewing habits, income level and even ethnicity (presumed by your neighborhood, for example) could get slotted in by your local station. This is something brand-new for broadcast TV. Today, over-the-air broadcasts are pretty much the only way to watch television that doesn't track your viewing habits. Sure, the return data path could also allow "alternative audio tracks and interactive elements," but it's the targeted ads and tracking many observers are worried about.
The finer details are all still being worked out, but here's the thing: if your TV is connected to the internet, it's already tracking you. Pretty much every app, streaming service, smart TV and cable or satellite box all track your usage to a greater or lesser extent."