First spotted by Mac OS Ken, the banners can be found under Movies> Genres> Classics> Holiday Music, Movies, and More. Initially there was some hope that this was a slip up and Apple intended to update update the Apple TV with apps; however, that does not appear to be the case just yet.
Cult of Mac reader Corey managed to find all of these graphics within the App Store app on iOS. So it's likely the banners were just pushed to the Apple TV in error.
Take a look below...