Designated Market Areas (DMAs) are US geographic areas where Nielsen measures local TV and radio viewing, formed by counties and ZIP codes where home market TV and radio stations dominate total viewing and listening hours. DMAs can be targeted in all US surveys using the Nielsen database.

Creating Quota Groups with DMAs

1. Click the Location dropdown and select Designated Market Area (DMAs).
2. Click in the search box to scroll through the list of available DMAs, or begin typing keywords to filter.
3. Click Add all to add all DMAs to your quota group(s).
4. Click Remove all to remove all DMAs from your quota group(s).

⚠️ Note: DMAs can only be used in US studies and must be added as a location trait.

DMAs and Logic

Use conditional logic to target specific DMAs when programming a survey. When adding a DMA as trait logic, it populates as the code only — use autocomplete to view both the DMA code and its corresponding name.

For example, to show Q1 only to respondents in New York's DMA:

1. Create a question in the Survey Editor.
2. Type [show if dma="501"] in the question text field.

Stats Reports

Once a survey has been fielded, the Stats page allows you to:

• Filter reports by DMAs
• Create a Virtual Question from DMAs when analyzing your survey
• Customize reports or Virtual Questions using specific DMAs
• Export DMAs as part of your survey data