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Designated Market Area - Definition

A Designated Market Area (DMA) refers to Media markets in which people can receive the same or similar television and radio station offerings, as well as offerings of other media types, such as newspapers. Designated Market Areas are defined by Nielsen Media Research (television) and Arbitron (radio), and are used to identify specific media markets for those interested in buying and selling television, radio, advertising and programming. Radio markets are generally a bit smaller than their television counterparts.

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