In countries such as the United Kingdom [citation needed], a government body defines the media markets; in countries such as the United States, media regions are defined by a privately held institution, without government status. List of U. Search for:. Popular Posts List of U. Maybe people in one county suddenly get a certain market's stations on their cable system and decide they'd rather watch the news from that broadcaster instead.
Once more than half of homes watch that area's programming, Nielsen will move the county into it. Nielsen uses designated market areas to generate Nielsen ratings for television stations across the country.
Media owners use this information to know which programs are performing the best, and make programming schedule decisions accordingly.
Advertisers, in turn, may target the best-performing content for their ads in order to reach more viewers, or may target other content based on demographics they're trying to reach. Nielsen also publishes other information, such as top 10 lists of popular TV programs, video games, and video on demand, on a weekly basis.
The rise of the Internet and alternatives to traditional television and radio has affected designated market areas. Many people use online streaming services such as Netflix to watch their favorite shows, and listen to paid subscription radio instead of what is available publicly over the airwaves. With these changes, Nielsen has had to make changes, too, to create accurate ratings and estimates and provide value for those who use their services.
They expanded their measurements to include DVR-recorded television as well as TV watched on mobile or tablet devices. They added on-demand video and streaming services, too. They also measure out-of-home viewership—television that's watched in waiting rooms, airport lounges, and sports bars.
Nielsen adapted its ratings systems to take these new modes into account. Proprietary measuring tools pick up audio codes embedded in the content, then transmit data securely to be compiled into ratings. Nielsen then provides those ratings to broadcasters, advertisers, and other users. Designated market area information is important for businesses and consumers.
Having access to the Nielsen DMA rankings is important because it will help PR professionals more accurately target regional campaigns across multiple markets. The DMA has a very important role in localized campaigns as well. Radio stations that are in large markets are often saturated with pitches, so they can be more difficult to penetrate than medium and small markets.
The proliferation of streaming and digital devices has brought new listeners to stations that in the past were accessible only by terrestrial signals. Agencies have to constantly update their methods of reporting in order to properly consider and include these listeners, who in some cases are people that are nowhere near the market that generated the content. Even if your campaign focuses on small and medium-sized markets, the primary goal is still to reach as many relevant listeners as possible.
To do this within the constraints of time and money that often accompany campaign plans, PR professionals must understand the underlying geographic and demographic benefits of accessing DMA information. DMA stands for "designated market area," and may also be known as a media market, media region, broadcast market or a few other related names.
The DMA rank is a metric that is used to prioritize media markets by the size of their TV and radio audiences. The data helps marketers justify how and when to purchase ads and PR professionals to target specific geographic regions for news and awareness related outreach. Other cities that have found themselves in or near the top 5 in recent years include Washington, D. DMAs can be a very useful tool in planning a PR campaign. MediaTracks Communications has long been a provider of radio services to public relations professionals.
Internet steaming has created huge changes in the DMA market. What was once the main way in which companies reached people, the internet has changed viewing habits and information consumption habits in ways the are not geographical.
DMA companies like Nielsen are adapting to account for streaming to get an accurate count of what media people are actually consuming which will keep DMAs relevant even as the media landscape splinters from its historically geographical basis. Understanding Designated Marketing Areas is key to getting key messaging across to the right audience. If you want to get your message across to consumers in Tampa, it is important for you to know that they are categorized in a different DMA than Orlando — even through the two cities are just 80 miles apart.
Research your DMA to learn about the audience and the locations that are included. In Public Relations and Marketing, we talk about target audiences all the time. Use the information available to tailor both your product and your advertisement to the audience.
Then, find the correct time of day and show placement to make sure that your product reaches the largest members of your target audience. The larger the DMA, the harder it is to create earned media coverage.
Media outlets in these areas are much more selective in pitches they accept and stories that they cover — because there is so much competition. It is easier to get coverage in smaller areas. The more understanding you show about the DMA, the more journalists and media members will trust that your pitch is a story their audience will care about. It is important to be realistic about the DMAs you're interested in reaching because the cost of entering and having an impact in different markets can vary wildly.
The rule of thumb is that the larger the DMA, the more it will cost to effectively target your consumers in that market. The reason for this is the generally higher cost of living in these areas, putting PR and advertising efforts at a premium because reaching these audiences is most desirable. Be realistic about your budget and where your target audiences really reside. Spending a small budget on a mid or large sized DMA may not be cost effective in the long run.
Just because you're operating in a highly coveted DMA, doesn't mean that you will reach your goals. It is important to be pragmatic about which DMAs you choose and to do so wisely. You may get a better return choosing a smaller DMA that contains enough of your audience to make a difference than a bigger DMA where your message will be diluted among large audiences that are not interested in your product. There are a lot of factors that go into choosing the right DMAs for your message and companies that specialize in connecting the right companies with the right DMAs is invaluable.
It may seem easy on the surface but mistakes can be costly. Trust the pros to this.
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