What has this to do with MS? In Germany Sky is a paid service and you get ads whenever possible to them. Nothing unusual here.
I tried to say about this before, when I moaned to no length about the idea that MS advertise on the Xbox people said it was fine, they don't notice it or you get adverts with TV. All these are wrong examples because none of them match what MS are doing.
Media outlets have 3 main sources of income, adverts, subscription or the unit.
In the case of Xbox, you buy the console, you buy the subscription service and yet still they give you adverts. 3 point of income for MS.
In the case of adverts on TV, for the BBC you pay for the licence so no adverts of BBC channels, 1 point of income for BBC. You buy Sky subscription but get the installation and HD device for free, but their tv channels have adverts. 2 points of income but with Sky you are paying not for the channels by the service to watch the channels. The more you pay the more you get. Most the TV channels run on adverts alone, 1 point of income).
MS is charging for all 3 ways to get money from you, this isn't good. The fact you are already paying for the Xbox means there should not be adverts anywhere near it. The subscription service is fine because that doesn't pay for the machine, it pays for access to their network. No company should have all 3 sets of income.