FR970 showing app notifications during activity when disabled

I received my FR 970 earlier this week and still trying to get notifications to match what I had for my FR 745. I want phone calls and text notifications to appear but all other app notifications to be suppressed so in Watch Settings -> Notifications & Alerts -> Smart Notifications, I've set both Calls and Texts to "Vibration" and Apps to "Off".

Outside of activities, this appears to work fine as I see notifications on my Iphone screen but not my watch. However, during any type of run activity such as last night's group track workout, I am getting notifications on my FR 970 for NY Times, Starbucks, Linked In, and any number of things that I very much don't want to see while I am in anaerobic pain.

Is there some well-camoflaged set of parallel settings that control notifications during activities that I need to adjust?