DMA MARKETING (Designated Market Areas) : How It Works

DMA marketing
image source-Lazer marketing data

You might be asking what DMA marketing is and why it’s important if you work in marketing or are new to the field. The key to maximizing lead conversion and recognition to reach your targeted audience with the correct messaging at the right time is DMA marketing. The Designated Market Area (DMA), usually referred to as a media market or broadcast market, denotes the region where consumers subscribe to the same television, radio, and broadcast channels. Advertisers can target their desired locations while still having a wide reach inside those areas because DMA is so specialized.

What Is DMA Marketing?

DMA simply means designated Marketing Area. It is the geographical region where residents may access the same local TV and radio stations. This also refers to the particular geographic areas where people typically watch or buy one television channel. It occasionally also applies to print medias and online information.

Some individual stations are owned by major television networks, including ABC, NBC, CBS, and Fox. However, these networks divide their coverage areas into what is known as the local broadcast market. This is because they want to sell advertisements at various prices so as to appeal to huge numbers of people in various geographic locations.

As a result, for instance, advertisers typically pay less for advertising during children’s television programming than they do for programming for adults.

DMA Marketing: An Overview

DMA marketing is used to represent radio and TV markets in a region of the US with the name “designated area”. An advertiser must understand DMA marketing. This is to help you analyse the accessible possibilities and costs while also surveying your showcasing blend.

210 DMAs cover the entire country and are typically defined by metropolitan regions, frequently incorporating rural areas inside.

Nielsen alone is the owner of the data and restrictions. They measure and examine regional variations in how people watch TV. It is Nielsen that oversees the DMA marketing area, which describes the topography of the US. It also calculate how much local TV is watched.

Since about 1950, they have developed Nielsen ratings for US television slots. The ratings that Nielsen receives provide important information about the programs and initiatives being watched as well as the socioeconomics of the audience.

The information is required by every association, expert, or advertising who wants to use normalized geographic areas for its own business. The more viewers in a specific DMA, the more an advertisement will cost. In a similar vein, a TV ad in New York City costs more than one in Montgomery, Alabama.

How DMAs Work

Each region in the US is recognized with a DMA. A DMA frequently considers the surrounding area when expanding to the city it is working with. The DMA is vast and encompasses numerous urban areas spread across the nation. Numerous urban areas and different states are home to unique market locations.

For instance, Washington, D.C.-Hagerstown DMA is a notable landmark in both the District of Columbia and the state of Maryland. Additionally, Nielsen can change provinces from one DMA to the next.

What DMA Targeting Means

Radio and television have historically found success with DMA targeting, particularly when promoting local companies. If you sell and build fences in the Chicago area, you don’t need your radio advertisement to be heard outside of that area.

The concept is sound despite its limitations. Before the Internet, small businesses couldn’t expand outside of their DMA since they couldn’t provide clients who resided outside the same local services they normally did.

But it allowed such businesses to develop locally and broaden their market share inside that DMA. These companies were able to expand as a result of the internet’s removal of some barriers to expansion and profit on their well-deserved reputations.

What Does this all Mean for your Business?

The more competitive and extensive your media market is, the harder it is to get quality media coverage for your company’s name, products, services, ideas, etc. In other words, New York City is harder to capture the media’s attention than Fairbanks, Alaska.

Because more events are occurring in larger areas, media outlets must be exceedingly selective about what they choose to cover. This suggests that even a notable, significant event could go overlooked.
In such markets, the cost of everything is frequently higher. Any business may experience difficulties due to rising living expenses, labor costs, and PR service costs.

How DMAs Impact your PR enterprise

The key to increasing lead conversions and brand faithfulness is to effectively reach your ideal buyer persona with the appropriate messages at the appropriate moments. This endeavour has become more challenging than ever thanks to the popularity of string TV, the internet, and social media, where individuals may watch channels and get news about almost any DMA they choose.

DMAs and how you connect with your target audience must alter significantly as a result. To obtain a more realistic picture, Nielsen is attempting to adapt its long-standing approach to take into account streaming services and network radio. These actions will also have an impact on how you budget for and buy airtime. A reputable PR firm can assist you because it’s all a little confusing.

DMA Marketing Area

DMA (Designated Market Area) is the geographical area in the United States where Nielsen measures original TV viewership. Any marketer, experimenter, or association looking to employ standardized geographic areas in their business must have access to DMA data.

Furthermore, a DMA marketing area is a collection of counties and zip codes that together make up a distinct geographic area where home-request TV channels predominate in terms of total hours of view. There are 210 DMA regions, which encompass the whole continental United States, Hawaii, and the Alaskan corridor. Nielsen alone only owns DMA boundaries and data. Any use or replication of these accessories without Nielsen’s clear written consent is strictly prohibited.

What Does DMA Mean in Marketing?

The term “designated market area” is regularly used in marketing. It refers to numerous American states and the strategies used to measure TV views.

DMAs are important from a marketing perspective for two reasons. A lot of marketers want to avoid wasting money promoting content to potential customers who will never set foot in their stores. For instance, if your Florida-based business wants consumers to visit for a Black Friday doorbuster, airing an advertisement in New York won’t help you.

By choosing a pertinent DMA, you can ensure that your advertisement is only seen by those who are most likely to respond to it by acting on it. You can reduce the amount of money you spend on advertising by focusing just on those who will view your advertisement inside your desired DMA.

What is DMA on Facebook ads?

You can target your adverts to these designated market areas (DMAs) using Facebook ads. Facebook advertisements now support the DMA Region split and other campaign statuses.

You may use this breakdown to divide the data from your Facebook advertising into specific Funnel market segments. You must set up a new Facebook advertisements connection and make sure the DMA Region breakdown is selected to use this breakdown. This is because Facebook by default conceals campaigns, ad packs, and advertising.

What Are the Two Types of DMA?

We have broadcast DMA and social media DMA:

  • Broadcast DMA: You can reach a region with proper broadcasting
  • Social media DMA: This gives individuals and organizations the ability to interact with enormous populations of people instantly and frequently in a way that traditional media cannot.

What Is a DMA Example?

DMAs are crucial because not all DMAs are made equal. There are times when there are more viewers in some DMAs than in other DMAs. Although reaching such a sizable audience requires spending money, some advertisers may find it beneficial to do so, particularly if their company is planning to develop there.

Sports betting is one important sector where the usage of DMAs has been a part of a comprehensive strategy. Only 30 of the 50 US states now allow legal sports betting. The biggest brands in sports betting haven’t let that stop them from running advertisements in places where gambling isn’t yet legal.

The idea is that these businesses may begin to establish brand recognition so that clients will know where to join when sports betting does become legal.

Of all, not every industry has the kind of enormous advertising budgets that the sports betting industry enjoys. To help people learn about the goods and services that will soon be available in their communities, DMAs are frequently in use to advertise upcoming enterprises. There is no overlap and every area is in a DMA.

DMAs also determine the price of advertising in a specific region. Because of this, buying a television advertisement in Los Angeles is far more expensive than buying one in Laredo, Texas.

What are DMA products?

The DMA products include content, music and television streaming service, websites etc.

Promoters can evaluate market rivalry, socioeconomics, and costs by concentrating on the media commercial centres. Sponsors can decisively time their promotions to run in a specific DMA region and arrive at their interest group.

The DMA approach has a downside in that different market districts might cover assuming they are near one another geologically.

A transmission market’s outskirts can get commercials and materials from different business sectors.

Media owners can use the information collected by Nielsen to determine which of their shows are performing exceptionally well and adjust their schedules appropriately.

In light of the facts, sponsors might also concentrate on timing their advertisements to air at various points to reach the greatest number of viewers.

It also encourages evaluating the price of notices in various locations. Advertising in Los Angeles is more expensive than it is in a small town. That is due to the DMA information.

In Conclusion,

Designated market zones are typically related to large cities, even if they may contain more than one city.
Broadcasters utilize the specified market zones to organize their programming. Specific market zones are used by advertising when buying airtime. To measure local television viewership, the Nielsen rating agency employs a territory called a “designated market area.”

The Nielsen Company establishes DMAs, which have an impact on local advertising costs. An advertisement will cost more the more viewers there are in a given DMA. Because of this, a television advertisement differs according to locations and reigon. Usually locations with more views is more expensive.

FAQs

Are DMAs geographic or demographic areas?

DMAs are both geographically and demographically. Although DMAs are geographically limited, they serve bigger markets where advertisers can profit more. If a New York City advertiser wishes to target residents of Baltimore but not Pittsburgh, they would prefer to buy the advertising inside of each of those two cities’ DMAs.

What is designated market area data?

Any marketer, researcher, or organization looking to leverage standardized geographic areas in their company must have access to DMA data. A DMA region is a collection of counties and zip codes that collectively make up a distinct geographic area where the home market television stations dominate in terms of total viewing hours.

What is the Neilsen Company

The Nielsen Company is a company that provides data and market analysis. The Nielsen Company is a subsidiary of Nielsen Holdings plc as of May 2010. Nielsen offers market research and assessments of media and viewer interactions around the world while being an American business. Its regional headquarters for North America are in Chicago, while its global headquarters are in New York City.

Nielsen makes an effort to give its clients insightful information on consumer behaviour and marketing. It does this by gathering data and using measurement techniques to assess what people watch and buy. The company is well known for its Nielsen ratings, which track the media markets’ viewership for radio, television, and newspapers.

References

  1. VIRAL MARKETING: Definition and 10 Best Examples of Viral Marketing Campaigns
  2. GEOGRAPHIC SEGMENTATION: Best Practices to Scale Business With Examples.
  3. HOW TO GET PR PACKAGES From Brands: Top Tips(
  4. PUBLIC RELATIONS CAMPAIGNS: The Most Successful Examples in 2022
  5. PUBLIC RELATIONS CAMPAIGN: The 2023 Most Successful Examples(
0 Shares:
Leave a Reply

Your email address will not be published.

You May Also Like