DMA

Designated Market Area (DMA) refers to a region in the U.S. that is used to define the media markets of television and radio. There are 210 DMAs in the U.S. which are defined by the Nielsen Company. DMAs impact the cost of advertising in specific areas. The more viewers in a particular DMA, the more an advertisement will cost. While there are many uses for purchasing data well beyond informing tv and radio ad purchases today, these market areas are still reflected in how data is organized by syndicators like Nielsen and IRI.