A Designated Market Area (DMA) is a geographic region or area used by broadcasters and advertisers to define and target specific television markets in the United States. It is a term coined by Nielsen Media Research to group counties into distinct market areas based on television viewing patterns and consumer behavior.
Significance and Usage Designated Market Area (DMA)
DMAs are important for broadcasters and advertisers as they provide a standardized way to measure television viewership and advertising reach within specific geographic areas. DMAs help advertisers identify the target markets where they want to promote their products or services based on the concentration of potential viewers. Broadcasters use DMAs to determine their audience size and demographic composition, which influences advertising rates and programming decisions.
Example of Designated Market Area (DMA)
An example of a Designated Market Area is the New York DMA, which includes New York City and the surrounding counties. Advertisers targeting this DMA can focus their television advertising campaigns on reaching the population within this specific geographic area. Television broadcasters in the New York DMA can offer advertising packages that target the local market, taking into account the unique viewership patterns and preferences of the DMA’s residents.