Since analogue TV has been switched off, and everybody has Freeview by default, what exactly are they advertising now - and where is the money coming from...?
Licensing charges for use of the Freeview name/logo, one presumes.
"Cancel your Cable or Sky subscription, or get rid of Freesat and go to Freeview and lose some of your favorite channels".
That's basically the only message it can possibly be sending out as they're the only people watching who won't be watching via Freeview.
They've always made the point that a huge percentage of the nation's favourite programmes are available on Freeview (of the magnitude of 97-98% I believe). Perhaps those who have had Sky for over 15 years aren't aware of what Freeview offers, or those who've not used Freeview in a while realise what channels are currently available via Freeview.