designated market area (DMA)

Geographic area defined by nielsen media research company as a group of counties that make up a particular television market. These counties comprise the major viewing audience for the television stations located in their particular metropolitan area. For the most part, the metropolitan areas correspond to the standard metropolitan statistical areas (see metro area) defined by the Federal Government Office of Management and Budget. The areas do not overlap, and every county in the United States belongs to only one DMA. dmas are used in the evaluation of audience data as well as in the planning and buying of media. See also area of dominant influence.