Prizes galore!

i often sit watching some lucky person winning a car or a cash prize or an exotic holiday on TV and share in the joy of the contestant. However, the prizes are paid for ultimately by every consumer not the tv company. The company charges advertising fees and the companies using their services add this cost to the products. Yes possibly they claim it back as expenses on their tax return but even so then the taxpayer is footing the bill.

Sorry to be a party pooper but this is how it all seems to me, please correct me if I’m wrong. 
(Doesn’t apply to the national lottery of course)