Posted in Marketing and Strategy Terms, Total Reads: 501
Definition: Designated Market Area
Designated Market Area (DMA) are the geographic areas in The United States which are analyzed by the Nielsen Company for the purpose of measuring television viewership and popularity of television channels. DMA is a registered term by Nielsen Company.
In the United States, there are 210 DMA designated by Nielson. They are well defined regions for study and does not overlap with each other. Nielson classify DMA on the basis of number of household which have television and the population of the area compared to the population of United States. These are updated annually by Nielson Company.
There is a detailed information for each of the DMA which include demographic profile like age wise breakup, gender wise population breakup and income level of the population. Similarly, Nielson also provides merchandise sales data in each DMA, all the newspapers and their circulation and radio stations operating in that area.
Significance of DMA:
The knowledge of DMA is of great importance to marketers. Marketers can evaluate user profile, general trends in lifestyle of its target population and evaluate the audience which are exposed to television content. This is a great help in the planning and buying media for the marketing of own product. It is critical for a marketer to know its target population in order to reach to them in the most effective way. Hence, they are required to evaluate each communication channel available in that area and the most effective broadcasters from each communication channel. This helps in reaching out to the most influential and efficient marketing strategy.