A business owner could sell more targeted ad space instead of whatever commercials are run by the station. During college football games on ESPN, there are no beer ads and a huge amount of ads for Coke Zero. You go to a bar to drink beer so there shouldn't be an issue with running ads for whatever beer they serve. You could display specials menus or run quick trivia games or advertise gift cards/merch. You could even run local commercials to make the system have a really visible ROI. Finding your ROI on running specials menus might require some advanced accounting skills but getting paid to run local ads requires little skill to realize the benefit.