Just because local TV has historically transacted on ratings, doesn't mean that we need to continue to do it that way. Why buy and sell on ratings when there are better metrics to use? Industry trade association TVB has embarked on a major initiative to change the way local TV is transacted. They call it the Local TV Impressions Campaign, which is dedicated to moving the industry from ratings-based to impressions-based measurement. To me, it is hardly revolutionary and arguably prudent.