A Designated Market Area (DMA) is a geographic region in which a television station holds a dominant position in terms of viewership. It's defined by Nielsen Media Research and used to measure television viewership and target specific audiences for advertising and broadcasting. DMAs provide valuable information on audience size and demographic data within a specific geographic area, allowing advertisers and broadcasters to maximize their return on investment. The United States is divided into 210 DMAs, each encompassing a group of counties or parishes. DMAs are also used to measure radio listenership and to target other forms of advertising, such as outdoor advertising or direct mail.
