Research Topics:

Advertising Research | Media Research-General | Media Research-Radio | Media Research-Television

Industry/Market Focus:

Advertising Agencies | Media

Content Type:

Glossary

DMA (Designated Marketing Area) Definition

A television market, as defined by consumer intelligence firm NielsenIQ.

A designated marketing area, or DMA, is a geographic region or area in the United States that is designated by Nielsen Media Research to measure and analyze television and radio audiences. DMA segments the country into media markets, allowing advertisers and researchers to target specific audiences based on location. DMA data offers a localized perspective on media use and consumer behavior. Marketing professionals use the data to formulate messages designed to resonate with specific localities, cultures and preferences. The numbers also measure the impact of advertising and engagement rates of local audiences as compared to other DMA.

Who relies on a designated marketing area (DMA)?

Advertisers, marketing professionals, media agencies and researchers and advertisers use DMA data to understand local audiences, plan media campaigns, sell and buy advertising and establish market strategies.

Why should I care about a designated marketing area (DMA)?

DMA insights can benefit marketing efforts by allowing businesses to target advertising based on specific regions where their audiences reside. Targeted spending is a budget’s friend, in that it focuses resources where monetary yields a higher returns. DMA insights can help marketing professionals to refine strategies and connect with audiences more effectively.