What Exactly Is a Designated Market Area (DMA)?
A designated market area is a geographic area in which Nielsen assesses local television viewing. Advertisers, agencies, media owners, and broadcasters all rely on information about the specific market region in which they operate. Learn how designated market zones established and what they used for. What Is a Designated Market Area? A designated market area ( DMA) is a geographic area in which Nielsen, the rating firm, monitors and quantifies how people watch television. DMAs are specific places or regions where individuals have access to the same television and radio stations. Nielsen compiles their ratings based on certain market regions. They have been producing Nielsen ratings for television stations around the country since 1950. These ratings provide information about which shows are seen as well as viewer demographics. DMA region, media market, broadcast market, television market area are some of the other names for the DMA region. How ...