Where does TV poker coveage ad money go?

[Guthrie]

Same place the ad money goes for sitcoms, dramatic series, and "reality" shows: to the production companies who put up the money to make them.

Poker shows are cheap to make, but definitely not free. In addition to the commentators, and pretty girl, you have a substantial number of crew and a lot of equipment, and the trucks to haul it. Somebody has to pay for all that, and whoever pays, expects to make a profit.