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Designated Market Areas (DMAs)

Designated Market Areas (DMAs) are U.S. 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. Using the Nielsen database, Designated Market Areas can now be targeted in all U.S. surveys.

 

Creating Quota Groups with DMAs

  1. Click the Location drop-down and select Designated Market Area (DMAs).
  2. Click in the search box to scroll through the list of available DMAs, or begin typing keywords into the field.
  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).

Please note: DMAs can only be used in US studies and must be added as a location trait.
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DMAs and Logic

Use conditional logic to target specific DMAs when programming a survey. When adding a DMA as trait logic, it will populate as the code only, however, by using auto complete you can view both the DMA code and its corresponding name.

For example, Q1 should only be shown to those in New York's DMA.

  1. Create a question in the survey editor.
  2. Type [show if dma="501"] the question field text box.
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Stats Reports

Once a survey has been fielded, in the stats page you will be able to:
  • filter my reports by DMAs
  • create a VQ from DMAs when analyzing my survey.
  • customize reports or VQs using specific DMAs.
  • export DMAs as part of my survey data.
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