Sinclair is joining a growing list of TV stations that are no longer selling their station’s programs by ratings, but will switch to selling impressions instead.

With viewers relying more on streaming video on-demand mobile content, the TV ratings stations and their sponsors have used for years have shrunk.

The use of impressions, which are based on the actual number of people watching, rather than the percentage of possible viewers who watch would give advertisers a better look at who is seeing their ad.

Sinclair is joining a growing group of TV stations that are casting aside ratings and selling impressions which is how websites have been selling ads for years.

This is the future, but it is not great news for people working in TV sales. Advertisers can buy impressions and bypass the salesperson.

This means, TV stations will not need as many people in sales and those that are there will be selling more sponsorships and not just ads.

Stay tuned….