DMA (Designated Market Area) regions are the geographic areas in the U.S. in which local television viewing is measured by Nielsen. The DMA data are essential for any marketer, researcher or organization seeking to use standardized geographic areas within their business.
ZIP Code databases sourced from the Census Bureau or US Postal Service may have thousands of duplicates, different spellings for the same place, and numerous out-of-date records. Our zip code database is very clean and appropriately lean. We utilize a sophisticated cleaning and standardization process that is unmatched in the industry. This is an example of how participants used some of the map elements, such as a 10-mile ring or highway network, to determine the best fitting zip code trade area. Consumer Focus Group Approach Since communities in a region compete with one another for customers, one approach is to ask consumers to define your trade area in relation to regional.
A DMA region is a group of counties and zip codes that form an exclusive geographic area in which the home market television stations hold a dominance of total hours viewed. There are 210 DMA regions, covering the entire continental U.S., Hawaii, and parts of Alaska. The DMA boundaries and DMA data are owned solely and exclusively by Nielsen. Any use and or reproduction of these materials without the express written consent of Nielsen is strictly prohibited.
- Target local advertising and direct marketing campaigns across multiple media
- Sell advertising by local television market
- Select local research samples
- Segment and analyze internal and third-party data by local television market
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- The ZIP by DMA database provides ZIP code listings within U.S. counties by DMA region. The ZIP by DMA report is produced annually and consists of three sections:
- Alphabetical sequence by DMA name
- Numeric sequence by ZIP Code
- Universe Estimates by DMA name
- Data files for ZIP by DMA are available via Excel® and delivered via email
- Provides household population estimates for each DMA region
- Data includes county-level data, county size designation, and TV penetration
- Data file is available via PDF format only
- Provides population estimates for 31 demographic and household categories in each DMA region
- Demographics are ranked by DMA penetration and alphabetically
- Data file is available via PDF format only
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- Provides a complete list of call letters, city of origin, network, and market affiliate for TV stations in North America by DMA region
- Spanish-language TV stations are also listed
- Does not include addresses of TV stations
- Data file is available via PDF format only