The Audit · Full sweep across all 142 Sinclair editorial sites
Sinclair on Google's organic ranking signals.
Core Web Vitals are Google's own performance metrics, used directly as ranking signals in organic search. Below: how Sinclair's network scores on each.
4.9s
Avg FCP (Good < 1.8s)
15.6s
Avg LCP (Good < 2.5s)
2,156ms
Avg TBT (proxy for INP)
11.2 MiB
Avg homepage weight
99%
Audited sites failing LCP
0.022
CLS (one bright spot)
Of 142 Sinclair sites swept, 66 were too heavy for Google's own PageSpeed tool to complete an audit in 120 seconds. Of the 76 that did, 99% fail Google's LCP threshold.
Flagship Example
WJLA, Washington DC. Market 7.
8.2s
First Contentful Paint
24.7s
Largest Contentful Paint
4,426ms
Total Blocking Time
A homepage in the nation's capital, sitting at a 24.7 second LCP, behind a 6.7 MiB payload. This is before a single ad has rendered.
10 more markets · same picture
It is not just Washington.
DMA 12SeattleKOMO
27
DMA 15MinneapolisWUCW
42
DMA 22Portland, ORKATU
30
DMA 23RaleighWLFL
43
DMA 24St. LouisKDNL
27
DMA 26PittsburghWPGH
50
DMA 27NashvilleWZTV
32
DMA 28BaltimoreWBFF
32
DMA 29Salt Lake CityKUTV
25
DMA 31San AntonioKABB
28
Mobile Performance scores, top 10 Sinclair DMAs after Washington. Every flagship is failing.
The Competitive Picture
Everyone is underwater.
18
Sinclair (perf)
22
Nexstar (perf)
21
Gray / Tegna (perf)
The first major broadcaster to take CWV seriously, alongside their CMS, wins share back from the others. That race is wide open.
Opportunity One · Performance Partnership
We work alongside your CMS.
Image pipeline. Automatic resize, format-shift to AVIF/WebP, responsive srcset, CDN-level delivery. The 17 MB JPEG the newsroom uploaded becomes a 90 KB hero before it ever hits the page.
Deferred ad orchestration. Reserved heights so CLS stays flat, lazy-load below the fold, IntersectionObserver triggers. Same inventory. Same revenue. Better LCP and INP.
Edge optimization. Critical-path CSS inlined, third-party tags audited, render-blocking scripts removed where they do not move revenue.
Newsroom workflow stays. WordPress (or whatever) keeps publishing the way 200 newsrooms publish today. No CMS migration. No retraining.
The Bigger Opportunity
Fixing sites is great. Generating revenue is better.
Performance work protects the traffic you already have. It is a cost center dressed up as a benefit.
The bigger play is a new revenue line for Sinclair, sold by your existing ad floors, paid by local advertisers, and not exposed to Google's next algorithm change.
Opportunity Two · Digital Department as a Service
Sell your advertisers a whole digital team.
Your station ad floors already have the relationships. The local plumber, the regional auto group, the medical practice.
We power them with a digital department: website, SEO, paid media, social, creative. White-labeled under each station's brand.
Four tiers from $500 to $10K per month. Most advertisers land in the $2.5K to $3K tier.
Sinclair pays nothing to stand it up. We build, staff, and deliver. Revenue is split 50/50 from the first dollar the advertiser pays.
It layers on top of the broadcast and digital ad sale. It does not compete with it. It pads the campaign and increases the lifetime value of each local advertiser.
Sized for Sinclair
The math at scale.
177
Sinclair stations
50
Local advertisers per station
$3K
Avg advertiser per month
$13.3M
Sinclair share / month
$159M
Sinclair share / year
$0
Sinclair cost to stand up
A revenue line that is not exposed to Google's next algorithm change.
Two doors. One conversation.
A 45-minute working session with your digital and ad-sales leads. We bring the live dashboard, the CWV breakdown by station, and a one-page DaaS pilot proposal. You bring the constraints we have not seen yet.