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# Madhive CEO: local media sales must shift from reach to outcomes
- URL: https://www.medianexis.com/madhive-ceo-local-media-sales-must-shift-from-reach-to-outcomes/
- Published: 2026-10-07T18:20:13.000Z
- Updated: 2026-10-07T18:20:13.000Z
- Description: TVREV reports that Madhive CEO Jim Wilson told the In the Vicinity podcast local sellers can no longer rely on ratings and reach, since small-business advertisers now demand qualified leads, store visits and sales as proof of performance.
- Author: The Signals Desk
- Tags: Measurement, TVREV: performance for local media, Madhive CEO interview

**Why it matters.** Local sellers who can’t tie campaigns to ZIP-code-level outcomes risk losing budget to platforms that can prove conversion.

*Signal from* [*TVREV*](https://tvrev.com/?ref=medianexis.com) *·* [*read the original*](https://www.tvrev.com/news/local-media-cant-call-it-performance-without-an-outcome?ref=medianexis.com)*.*