I know there's lots of empirical studies and literature on this

I believe the rationale is even if say 90% of the viewers who wouldn't buy the product anyway are now less likely to buy the product, That's considered a zero.

However if you're positively influencing the purchasing decisions on that remaining 10%, then it might be money well spent.

Thus the advertising may not affect specifically you but because this is a broadcast style exposure, that doesn't matter