TVs and cars have microphones now and are privacy nightmares. Car companies have patents [3] for in-car keyword based ad targeting. Without legalisation, it's really only a matter of time.
[1] https://www.fastcompany.com/90999277/cox-cmg-active-listenin...
https://www.404media.co/heres-the-pitch-deck-for-active-list...
[2] https://www.documentcloud.org/documents/24224884-how-voice-d...
[3] https://www.pcmag.com/news/ford-patents-in-car-advertising-s...