The days of selling local television using traditional Nielsen ratings points may one day be something old-timers share stories about to young reps. That day may be coming sooner than many realize. The move to impressions-based sales is getting a high-profile boost as NBC owned-and-operated local TV affiliates and their sister Telemundo stations are making an immediate shift away from ratings-based metrics.

In a letter sent to agencies obtained by Axios, NBCUniversal said the move is meant to address the reality that viewers don’t just watch local stations in a traditional linear fashion anymore. “Rating points only measure linear television,” it said. “Local TV needs to measure video viewing across all platforms.”