Sinclair Broadcast Group Aims to Sell Ads Based on Impressions Brian Steinberg, provided by FacebookTwitterEmail Sinclair Broadcast Group said Tuesday it intends to start selling its linear and digital ad inventory based on a “common impression-based currency,” joining the ranks of other local-station owners moving to change the nature of their transactions with Madison Avenue as technology spurs new ways consumers watch their video favorites. 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.