DMA (Designated Market Area)

Definition

A geographic region defined by TV market reach—now used for targeted advertising to reach people in specific cities or regions even if they can't see your ads on TV.

Example Usage

We're running a test campaign in the Denver DMA to validate our messaging before rolling out nationally.

Origin

Originated as a Nielsen television market classification system.

Fun Fact

The New York DMA is the largest in the US, while Glendive, Montana is the smallest, but DMAs don't necessarily predict mobile user behavior anymore.

Source: Nielsen Media Research and Geo-Targeting standards

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