That's a commonsense assumption that, in my understanding, used to be true. But the article goes to great lengths to point out that it isn't true anymore. Some of the bloated multi-megabyte examples don't include any media at all.

If you look at what the unblocked version pulls in, it’s not just videos and banner ads, but file after file of javascript. Every beacon, tracker and sharing button has its own collection of scripts that it needs to fetch from a third-party server.

The javascript alone in "Leeds Hospital Bosses Apologise after Curry and Crumble On The Same Plate" is longer than Remembrance of Things Past.