← Glossary
DMA (Designated Market Area)
Nielsen-defined geographic region used for local and addressable TV advertising targeting.
A Designated Market Area is one of 210 Nielsen-defined US geographic regions used to target and measure local television advertising, including addressable and CTV campaigns run by local broadcasters and operators. Advertisers buy against a DMA when they need geographic precision below the national level — a car dealership buying only its metro area, or a political campaign targeting a swing-state media market.