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Designated Market Areas (DMA)

A designated market area (DMA) is a region of the United States that is used to define television and radio markets. There are 210 DMAs covering the whole United States and are usually defined based on metropolitan areas, with suburbs often being combined within.

DMAs are determined by the Nielsen Company and impact the cost of advertising in a specific area. The more viewers in a particular DMA, the more an advertisement will cost.