DMA® Regions

DMA (Designated Market Area) regions are the geographic areas in the U.S. in which local television viewing is measured by Nielsen. DMA data is essential for any marketer, researcher or organization seeking to use standardized geographic areas within their business.

A DMA region is a group of counties and zip codes that form an exclusive geographic area in which the home market television stations hold a dominance of total hours viewed. There are 210 DMA regions, covering the entire continental U.S., Hawaii, and parts of Alaska. DMA boundaries and data are solely owned and exclusive to Nielsen. Any use and or reproduction of these materials without the express written consent of Nielsen is strictly prohibited.

Key Benefits:

  • Target local advertising and direct marketing campaigns across channels and platforms
  • Sell advertising by local television market
  • Select local research samples
  • Segment and analyze internal and third-party data by local television market