Welcome to the dynamic world of Designated Market Areas (DMAs)! Whether you’re a marketer, advertiser, broadcaster, or simply a curious reader, understanding DMAs is crucial in the landscape of American media. In this article, we will explore the comprehensive list of DMAs by state.
What is a DMA?
A DMA, or Designated Market Area, is a region where the population receives the same television and radio station offerings. This concept is pivotal for advertisers and broadcasters to target audiences effectively.
List of DMAs by State
Here’s a simplified, illustrative example of how DMAs can be listed by state, focusing on a selection of states and their respective DMAs for demonstration purposes:
Alabama
- Birmingham (Anniston and Tuscaloosa)
- Dothan
- Huntsville-Decatur (Florence)
- Mobile-Pensacola (Ft. Walton Beach)
- Montgomery (Selma)
California
- Bakersfield
- Chico-Redding
- Fresno-Visalia
- Los Angeles
- Monterey-Salinas
- Palm Springs
- Sacramento-Stockton-Modesto
- San Diego
- San Francisco-Oakland-San Jose
- Santa Barbara-Santa Maria-San Luis Obispo
Florida
- Fort Myers-Naples
- Gainesville
- Jacksonville
- Miami-Ft. Lauderdale
- Orlando-Daytona Beach-Melbourne
- Panama City
- Tallahassee-Thomasville
- Tampa-St. Petersburg (Sarasota)
- West Palm Beach-Ft. Pierce
New York
- Albany-Schenectady-Troy
- Binghamton
- Buffalo
- Elmira (Corning)
- New York City
- Rochester
- Syracuse
- Utica
- Watertown
Texas
- Abilene-Sweetwater
- Amarillo
- Austin
- Beaumont-Port Arthur
- Corpus Christi
- Dallas-Ft. Worth
- El Paso (Las Cruces)
- Houston
- Laredo
- Lubbock
- San Angelo
- San Antonio
- Tyler-Longview (Lufkin & Nacogdoches)
- Waco-Temple-Bryan
- Wichita Falls & Lawton
The list provided is an illustrative example showing how some states are divided into multiple DMAs. Each state can have one or more DMAs, depending on the size of the state, the population distribution, and viewing habits. For instance:
Alabama:
The state is segmented into several DMAs like Birmingham and Huntsville-Decatur, each representing distinct television markets within Alabama:
Birmingham (Anniston and Tuscaloosa)
This DMA is the largest in Alabama, encompassing not just Birmingham, the state’s largest city, but also the surrounding areas of Anniston and Tuscaloosa. Given its size, it has a diverse audience with a wide range of interests, making it a key market for advertisers aiming to reach consumers in urban and some suburban settings within Alabama.
Dothan
The Dothan DMA serves the southeastern corner of Alabama. It’s a smaller market compared to Birmingham but is pivotal for reaching audiences in this rural and agricultural part of the state. Advertisers targeting communities in this area can tailor their campaigns to the local lifestyle and preferences.
Huntsville-Decatur (Florence)
This northern Alabama DMA includes Huntsville, one of the state’s fastest-growing cities, known for its aerospace and technology sectors, as well as Decatur and Florence. The region’s economy and culture are influenced by technology and engineering sectors, making it an attractive market for specific types of advertisers, especially those in the tech and educational sectors.
Mobile-Pensacola (Ft. Walton Beach)
Though primarily centred in Alabama, this DMA also stretches into parts of Florida, covering the Mobile area in Alabama and the Pensacola and Ft. Walton Beach areas in Florida. This market is unique because it spans two states, appealing to a diverse coastal audience interested in everything from tourism to maritime industries.
Montgomery (Selma)
The Montgomery DMA, including Selma, serves Alabama’s capital region. It’s an important market for reaching audiences in the state’s political and historical heartland. Given Montgomery’s role as a center for significant events in American history, advertisers here often engage audiences interested in education, history, and civic matters.
California:
With its large and diverse population, California is home to numerous DMAs, including major markets like Los Angeles and San Francisco-Oakland-San Jose, as well as smaller markets like Bakersfield and Monterey-Salinas.
Bakersfield
Bakersfield represents a significant market in the southern part of the Central Valley. Known for its agriculture and oil industries, this DMA targets a population with a strong community focus, making it ideal for localized advertising strategies.
Chico-Redding
Situated in Northern California, the Chico-Redding DMA covers a largely rural area known for agriculture, outdoor recreation, and a strong sense of community. Advertising here often focuses on local news and goods appealing to rural lifestyles.
Fresno-Visalia
This DMA serves the central part of the Central Valley and is one of the state’s major agricultural hubs. The Fresno-Visalia area is home to a diverse population, making it a valuable market for advertisers aiming to reach audiences with messages about family, community, and agricultural products.
Los Angeles
The Los Angeles DMA is the second-largest television market in the United States and one of the most diverse, both culturally and economically. It’s a prime location for national and international brands aiming to make a significant impact, offering a vast array of advertising opportunities across industries.
Monterey-Salinas
This coastal DMA is known for its agriculture (notably the Salinas Valley, dubbed “The Salad Bowl of the World”), and tourism, particularly around Monterey. It targets a smaller, more defined audience, ideal for specialized and localized marketing campaigns.
Palm Springs
Palm Springs and the surrounding desert communities make up a unique DMA with a focus on tourism, luxury living, and retirement communities. Advertising in this area often targets higher-income brackets and lifestyle-specific products and services.
Sacramento-Stockton-Modesto
The capital region and its surroundings offer a diverse demographic interested in political, educational, and agricultural content. This DMA provides a strategic location for targeting the political and civic-minded audience, as well as those in the growing suburban and rural areas.
San Diego
Located on the border with Mexico, the San Diego DMA offers a unique blend of cultures and interests, making it a vital market for both English and Spanish language advertising. It’s particularly relevant for businesses related to tourism, military, and biotech industries.
San Francisco-Oakland-San Jose
This DMA, often referred to as the Bay Area is a major hub for technology, finance, and culture. With a highly educated and affluent population, it’s a key market for tech companies, luxury brands, and cultural institutions seeking a sophisticated audience.
Santa Barbara-Santa Maria-San Luis Obispo
This coastal and largely rural DMA is known for its agriculture, tourism, and wine industries. Advertising here often targets lifestyle-oriented audiences interested in high-quality living, outdoor activities, and local goods.
Florida:
Reflects a mix of DMAs that cater to both English-speaking and Spanish-speaking populations, covering a wide range of urban and rural areas from Miami-Ft. Lauderdale to Tallahassee-Thomasville.
Fort Myers-Naples
This DMA covers the southwestern coast of Florida and is known for its affluent retirees, booming real estate market, and tourism industry. Advertising in this market often focuses on luxury goods, real estate, healthcare, and services aimed at retirees and tourists.
Gainesville
Home to the University of Florida, the Gainesville DMA has a significant young adult and student population. This market is ideal for advertisers targeting educational services, youth-oriented products, and collegiate sports merchandise.
Jacksonville
As the largest city in terms of land area in the contiguous U.S., Jacksonville’s DMA extends into parts of Georgia and is diverse in terms of demographics and consumer interests. Advertisers here target a wide range of sectors, including automotive, financial services, and home improvement.
Miami-Ft. Lauderdale
This DMA is one of the largest and most culturally diverse markets in Florida, with a significant Hispanic population. It’s a key market for advertisers looking to reach bilingual audiences with interests in entertainment, international trade, and luxury lifestyles.
Orlando-Daytona Beach-Melbourne
Central Florida’s hub for tourism, this DMA attracts advertisers from the entertainment, hospitality, and real estate sectors, aiming at both the local population and the millions of visitors the area receives each year due to attractions like Walt Disney World and Universal Studios.
Panama City
Situated in the Florida Panhandle, the Panama City DMA serves a smaller, more rural audience with a strong military presence due to nearby bases. Advertising strategies here often focus on local services, military and veteran services, and tourism.
Tallahassee-Thomasville
This DMA spans the state capital of Florida and into parts of southern Georgia. With a high concentration of government employees and college students, advertising efforts often focus on education, government services, and local businesses.
Tampa-St. Petersburg (Sarasota)
Covering the west-central coast of Florida, this DMA is known for its diverse economy, including technology, finance, and tourism. It’s a competitive market for advertisers aiming to reach a broad demographic with interests ranging from sports and outdoor activities to cultural events.
West Palm Beach-Ft. Pierce
This DMA, located on Florida’s east coast, targets an audience interested in luxury living, boating, and beach lifestyle. Advertisers in this market often focus on high-end real estate, luxury goods and services, and marine and beach-related activities.
New York:
Beyond the massive New York City market, the state includes other DMAs like Buffalo and Rochester, highlighting the diversity of viewership within the state.
Albany-Schenectady-Troy
This DMA serves the capital region of New York State. It’s a hub for politics, education, and healthcare, attracting advertisers from these sectors. The audience here is diverse, with interests spanning from local news and community events to state-wide political developments.
Binghamton
Located in the Southern Tier of New York, the Binghamton DMA is known for its strong community ties and a focus on local manufacturing and education. Advertising in this area often targets families and local businesses, with an emphasis on community services and local news.
Buffalo
As the second-largest city in the state, Buffalo’s DMA includes a large, diverse population interested in sports (especially hockey and football), winter activities, and revitalization efforts within the city. Advertisers here target a broad range of sectors, from automotive to healthcare and home services.
Elmira (Corning)
This smaller DMA in the Southern Tier is known for its manufacturing and glass-making industries, courtesy of the Corning Incorporated headquarters. Advertising strategies often focus on local businesses, arts, and cultural events that resonate with the community’s interests.
New York City
The largest and most influential DMA in New York, New York City, encompasses a global audience with diverse interests ranging from finance and fashion to entertainment and dining. Advertising in this market is highly competitive, with opportunities to reach a wide array of demographics, including international audiences.
Rochester
Located on the southern shore of Lake Ontario, Rochester’s DMA is known for its strong tech and educational sectors, thanks to the presence of companies like Kodak and institutions like the University of Rochester. Advertisers often focus on technology, healthcare, and education-related products and services.
Syracuse
The Syracuse DMA, located in Central New York, has a strong focus on education (home to Syracuse University), healthcare, and retail. Advertising here targets a mix of college students, families, and professionals interested in local and regional news, sports, and community events.
Utica
This DMA in the heart of New York State is smaller and more rural, with a focus on local news, agriculture, and manufacturing. Advertising efforts often concentrate on local services, community events, and regional products appealing to families and older demographics.
Watertown
Located in Northern New York, near the Canadian border, the Watertown DMA serves a small, tight-knit community with a significant military presence due to the nearby Fort Drum. Advertisers in this market focus on local businesses, services for military families, and cross-border commerce.
Texas:
Showcases a vast array of DMAs, including major urban centres like Dallas-Ft. Worth and Houston, along with smaller markets like Laredo and San Angelo, illustrate the state’s wide geographic and demographic variety.
Abilene-Sweetwater
This DMA, located in West Central Texas, is characterized by a strong sense of community and a largely rural audience. Advertising here often focuses on local businesses, agricultural products, and community events, appealing to families and residents with deep local ties.
Amarillo
Situated in the Texas Panhandle, the Amarillo DMA serves an audience interested in agriculture, local news, and community events. It’s an ideal market for advertisers focusing on outdoor activities, farm equipment, and services catering to rural lifestyles.
Austin
Known as a vibrant, tech-savvy city with a young and highly educated population, the Austin DMA is a hot spot for advertisers targeting tech products, entertainment, real estate, and lifestyle brands. The city’s culture of innovation and its bustling music and arts scene offer unique opportunities for creative marketing strategies.
Beaumont-Port Arthur
This DMA in Southeast Texas, close to the Louisiana border, has a strong industrial and petrochemical industry base. Advertisements often target blue-collar workers and their families, with a focus on local news, sports, and community events that resonate with the region’s history and culture.
Corpus Christi
Located on the Gulf Coast, the Corpus Christi DMA appeals to audiences interested in maritime activities, tourism, and coastal living. Advertisers here leverage the region’s affinity for beach-related products, seafood, and local festivals.
Dallas-Ft. Worth
As one of the largest and most diverse markets in Texas, the Dallas-Ft. Worth DMA offers vast opportunities for advertisers across all sectors, including finance, real estate, technology, and entertainment. The area’s large, diverse population demands a broad range of advertising strategies to meet its varied interests and needs.
El Paso (Las Cruces)
This unique DMA spans the border between Texas and New Mexico and has a significant bilingual (English/Spanish) audience. Advertising strategies here are often tailored to appeal to a multicultural audience, with a focus on family-oriented services, cross-border commerce, and cultural events.
Houston
The Houston DMA, one of the largest in the country, serves a highly diverse and dynamic population. Advertisers in this market target sectors such as energy, healthcare, technology, and international trade, reflecting the city’s global economic ties and multicultural community.
Laredo
Situated on the border with Mexico, Laredo’s DMA is predominantly Hispanic, offering advertisers a unique opportunity to target this demographic with bilingual content and products and services that resonate with cross-cultural influences.
Lubbock
Located in Northwest Texas, the Lubbock DMA is known for its agricultural base, educational institutions, and strong community spirit. Advertising here often focuses on local businesses, educational services, and community events appealing to families and students.
San Angelo
This smaller DMA in West Texas targets a rural audience with interests in agriculture, local news, and community events. Advertisers focus on local services, retail, and agricultural products that appeal to the community’s values and lifestyle.
San Antonio
San Antonio’s DMA offers a rich cultural heritage, a strong military presence, and a booming tourism industry. Advertisers in this market leverage the city’s history, family-oriented culture, and vibrant culinary and arts scenes to engage with a broad audience.
Tyler-Longview (Lufkin & Nacogdoches)
In East Texas, this DMA is characterized by its pine forests, oil fields, and small-town charm. Advertising strategies here are tailored to local businesses, healthcare, and services that cater to the region’s lifestyle and interests.
Waco-Temple-Bryan
Central Texas’s DMA focuses on a mix of urban and rural audiences with interests in education (home to Baylor University), healthcare, and local agriculture. Advertisers target families, professionals, and students with a blend of local and regional messages.
Wichita Falls & Lawton
This DMA, straddling the border with Oklahoma, serves a primarily rural audience with a significant military presence due to Sheppard Air Force Base. Advertising here is often centred around local services, military and veteran services, and community events.
Conclusion
DMAs remain a cornerstone of American media, offering valuable insights for targeted advertising and broadcasting. As we move forward, the landscape of DMAs will continue to evolve, but their importance in strategic media planning and execution will undoubtedly persist. Stay informed, stay ahead, and leverage the power of DMAs to fuel your marketing success.
FAQs
- What is the primary purpose of a DMA in advertising?
- To enable advertisers to target specific geographic audiences with their campaigns.
- How often are DMA rankings updated?
- DMA rankings are typically updated annually by Nielsen Media Research.
- Can a DMA cross state lines?
- Yes, some DMAs do cross state lines, reflecting the viewing habits of the local population rather than strict geographical boundaries.
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