If you are dealing with American media you will not be able to get around the term „DMA region“ – but what exactly is a DMA region?
The term stands for „designated marketing area“ and describes the area, where the population has access to the same television, radio and broadcast channels. These regions are not necessarily separated geografically, some DMAs might differ although they are in the same state. Some DMA regions vary extremely by number of inhabitants. While there are 7,348,620 TV Homes in New York – America‘s biggest DMA area – only 4,370 can be found in Glendive, the smallest DMA.
The US is devided in 210 designated market areas in total, which are determined by their population‘s viewing habits as well as by rural/urban areas. For every area there is detailed information about the demographic profile, gender, age and income level of the population – these areas are clearly defined and are suitable for studies since they do not overlap.
The DMAs were invented by the media company Nielsen who are one of the leaders in global information & measurement and measure both television and radio audiences since 2013. Until today, the Nielsen maps are still the most used to research radio and TV consumers.
There are huge cost differences when advertising in various DMAs, naturally coming from all the attributes mentioned above. If for example you want to air an ad in L.A., you will have to dig way deeper into your pockets than airing the same ad in Austin.
For marketers and PR pros, knowledge of the DMAs is of great importance. They need to evaluate profiles, trends and target groups to get the best out of every campaign.
To get to the interactive map, just click on it.
Not only the knowledge about the regions themselves is a major key to success, monitoring your company or campaign is also indispensable for best results and reach.
eMM has been working hard to expand it‘s US coverage lately. We keep you informed about expansions here in our news section and via social media.