(Assuming you don't mean Defense Mapping Agency) And unlike MSAs, they
comprise all geography in the continental U.S. - that is, there are no
areas that are outside of a DMA. For the most part they are assigned at
the county level based on the largest plurality of TV viewing. A county
that splits its TV viewing between two or more cities will be assigned to
the city with the greater share of its viewing.
There are 213 DMAs, and the composition and number change slightly year by
year. Some smaller DMAs (e.g. Bend, OR) are known to "blink."
Back when Arbitron measured local TV viewing (they now just measure radio)
their equivalent to the DMA was ADI, for Area of Dominant Influence. Same
wine in a different bottle.
That's probably more than you wanted to know!
Josh Ostroff
Virtual Media Resources
Boston, MA DMA
At 04:13 PM 5/13/99 -0400, you wrote:
>
>
>Close, but no cigar!
>
>Actually they're Designated Market Areas as defined by the AC Nielsen Company
>for Television Station Marketing areas.
>Regards,
>-Bill
>
>
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