Designated market areas were created in the mid-1950s specifically for use in national TV spot buying.
Each designated market area (or DMA)
covers an area where viewers have access to the same television
options, according to The Balance.
“Advertisers wanted to tailor their buys to the specific areas of the
country where sales were concentrated . . . [DMAs] facilitated this
marketplace,” explains media historian Tim Brooks.
Are DMAs a concept that has come and gone? “No, but they need to
come into the 21st century,” says Patti Gold, managing partner and chief
media officer at The Shipyard. “DMAs work in a way that other
definitions—like metro areas—don’t, because they include virtually
everyone in the country. We need this kind of common denominator in
order to cleanly value offline media and compare apples to apples
between offline and online.”
Today, there are 210 designated market areas, according to Nielsen, representing 114,695,130 total TV homes in the U.S.
Read the full article on the Videa site