The assumption here is that we don't give the TV any personal information; it's just used as a monitor. The content comes from some other device connected to an input (e.g. HDMI1). (That device may raise privacy issues, but we are concerned with the TV).

Without either doing the fingerprinting from surreptitious audio recording in the room that other commenters mention, or else matching the unit serial number to the purchaser (requiring the retailer to leak personal info to the manufacturer), they can't match the unit's location to our identity.

I see. Roku, for example, takes screenshots of the TV N times per second (and sends them home).

Remember that it doesn't take much to identify someone: Gender, birthdate, and (zip code?) uniquely identify ~80% of Americans. From viewing habits, it should be easy to fingerprint someone - Chicago Bears fan; strong technology interest; on your city block; likes AI porn with Lara Croft; home during day Sa, Su, Tu, Th; watches YouTube videos about ...