Sinclair Broadcast Group Aims to Sell Ads Based on Impressions

Sinclair, which owns and/or operates 21 regional sports networks and owns, operates and/or provides services to 186 television stations in 87 markets, has struck a pact with Operative Media that will make available all its inventory via a single ad-sales system. More local-TV purveyors have begun to turn to sales based on overall viewer impressions rather than continuing to rely on traditional TV ratings.