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Main noticeable bit of advertising is at the top, various banner images for shows that scrolls through 4 or 5 of them. The highlighted bit, it's easy enough to ignore.
Also a couple of channels with shows to buy and similar that you can't remove. You can move them right to the bottom and never look at them though.
The shield has the same ads as does my Humax Aura, it's pretty consistent across anything that runs pure android TV. By all accounts they're very difficult to block.
Anyone got a Chromecast with Google TV 4K?
What are they like? And are they full of ads?