There's no way it should be normalized when it is going to have some negative implications to the younger people who are also watching the games. These TV channels are paid handsomely for those ads and to see the worse side of it, they display the ads within just a short frame of times simultaneously and you might not even enjoy the game because of how ads continuously interrupts the it. I wouldn't want this to be normalized.
TV channels of course get a lot of money for this, but in my country I also see more and more advertising and if I understand that it will not work on me, because I understand perfectly well how it works, then it will have an effect on other people. By the way, today I heard an advertisement for a gambling establishment on the radio and it was just awful and annoying, it seemed to me that soon I would start to hate it. It seems that in their marketing they understand that the main thing is for listeners to remember the name of the establishment, even with bad advertising methods that simply irritate many.