Why do I get audio AND visual for ads, and only audio for a free to air program when using AirPlay and the channel's app (ie seven plus)

The ads at the beginning of the program play fine on the tv via AirPlay but as soon as the actual program starts, the Apple TV menu reappears on the tv screen. The sound continues to come through the tv, but the picture reverts to playing on my iPad or iPhone. What do I need to do?
(BTW, all updates done on both Apple TV and iPhone 6s Plus)

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