DMA stands for Designated Market Area. DMAs are regions within the United States defined by local television and radio markets and are created by Nielsen. They are also sometimes referred to as media markets, broadcast markets, or TV markets.
In market research, DMAs are used to analyse audiences and track performance, such as brand awareness or campaign impact, within specific geographic markets.
While DMAs are often named after large cities that are in that area, they can cross over to more than one state, shown in the map below.
Colours = DMA
Black lines = State
Using DMAs in Attest
You can target DMAs when setting up your audience for surveys in the United States. This allows you to focus research on specific media markets rather than broader regions or states.
Things to be aware of
DMAs vary significantly in population size. Smaller DMAs may have limited available sample, particularly if you are targeting a niche audience or applying multiple quotas.
If you plan to use DMA targeting alongside specific demographics or quotas, it’s recommended to check feasibility in the Audience page before launching your survey.
If you’re unsure whether a DMA-based audience is feasible, your Customer Research Manager can help review your setup and advise on expected fill times.