Dive Brief: 

• Providers such as DirectTV, Cablevision and Dish Network are starting to offer advertisers the option to target a specific audience rather than just shows and geographic markets. 
• The new offers are a response to the pressure of digital platforms and an increasingly fragmented viewership. 
• Simulmedia, a TV ad-network that uses viewer data to do show-level targeting, has been able to increase its reach from 15 million homes to 116 million. 

Dive Insight: 

TV's reluctance to change the ad model was mostly because the money was still rolling in. Now that audiences are shifting so much more attention to digital and are so widely fragmented, it's past time to change. The audience targeting that these brands are doing is certainly a step in the right direct and we are likely to see much more in the future.