But as tv moves away from broadcast signals to VOD services that's going to change. See for an early example 4OD in the UK: https://www.thedrum.com/news/2017/04/28/behind-all-4s-new-pe...

> Channel 4 earlier this week unveiled a new video on demand advertising package allowing brands to directly address viewers - in practise this meant first adopters 20th Century Fox, Foster' and Ronseal, could grab the attention of by literally calling out their names in their creative.