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What is a DMA?
Author: Jeremy Argue Reference Number: AA-00294 Views: 6210 Created: 2011-03-02 09:55 0 Rating/ Voters


DMA stands for Demographic Market Area.  By definition DMA is a geographic area of a group of counties that make up a particular television or radio market. These counties comprise the major viewing and listening audience for the television and radio stations located in their particular metropolitan area.

For the most part, the metropolitan areas correspond to the standard metropolitan statistical areas 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. DMA's are used in the evaluation of audience data as well as in the planning and buying of media. The most recent DMA list used in the radio industry is (population is listed as of the 2010 census):

Rank Market Code* Market Metro 12+ Population
1 1 New York 15,730,000
2 3 Los Angeles 11,028,000
3 5 Chicago 7,875,800
4 9 San Francisco 6,186,900
5 24 Dallas-Ft. Worth 5,326,500
6 33 Houston-Galveston 4,919,200
7 47 Atlanta 4,479,800
8 7 Philadelphia 4,474,300
9 15 Washington, DC 4,394,600
10 13 Boston 4,054,600
11 11 Detroit 3,824,400
12 429 Miami-Ft. Lauderdale-Hollywood 3,647,200
13 39 Seattle-Tacoma 3,453,400
14 540 Puerto Rico 3,357,300
15 57 Phoenix 3,326,200
16 27 Minneapolis-St. Paul 2,749,000
17 63 San Diego 2,609,000
18 321 Nassau-Suffolk (Long Island) 2,464,600
19 35 Denver-Boulder 2,391,700
20 87 Tampa-St. Petersburg-Clearwater 2,380,400
21 17 St. Louis 2,320,300
22 21 Baltimore 2,290,400
23 51 Portland, OR 2,133,600
24 93 Charlotte-Gastonia-Rock Hill 2,040,000
25 23 Pittsburgh, PA 1,988,200
26 379 Riverside-San Bernardino 1,868,200
27 65 Sacramento 1,850,200
28 31 Cincinnati 1,802,400
29 19 Cleveland 1,772,200
30 101 Salt Lake City-Ogden-Provo 1,756,500
31 59 San Antonio 1,733,800
32 41 Kansas City 1,667,600
33 257 Las Vegas 1,571,300
34 215 San Jose 1,531,000
35 131 Orlando 1,529,300
36 45 Columbus, OH 1,482,700
37 135 Austin 1,472,100
38 43 Milwaukee-Racine 1,459,400
39 49 Indianapolis 1,412,400
40 413 Middlesex-Somerset-Union 1,393,100
41 77 Providence-Warwick-Pawtucket 1,374,300
42 115 Raleigh-Durham 1,365,900
43 109 Norfolk-Virginia Beach-Newport News 1,348,600
44 73 Nashville 1,275,800
45 166 Greensboro-Winston-Salem-High Point 1,212,900
46 107 Jacksonville 1,149,500
47 83 Oklahoma City 1,125,600
48 299 West Palm Beach-Boca Raton 1,119,400
49 75 Memphis 1,086,800
50 61 Hartford-New Britain-Middletown 1,054,800
51 516 Monmouth-Ocean 1,039,100
52 53 New Orleans 1,015,600
53 37 Buffalo-Niagara Falls 970,800
54 55 Louisville 970,300
55 105 Richmond 957,100
56 79 Rochester, NY 943,500
57 95 Birmingham 902,400
58 191 Greenville-Spartanburg 895,000
59 269 McAllen-Brownsville-Harlingen 880,500
60 207 Tucson 867,100
61 67 Dayton 823,900
62 515 Ft. Myers-Naples-Marco Island 814,700
63 69 Albany-Schenectady-Troy 788,400
64 99 Honolulu 771,000
65 103 Tulsa 766,500
66 89 Fresno 755,500
67 127 Grand Rapids 722,000
68 141 Albuquerque 712,600
69 145 Allentown-Bethlehem 705,200
70 121 Knoxville 682,400
71 175 Wilkes Barre-Scranton 681,400
72 85 Omaha-Council Bluffs 640,900
73 373 Sarasota-Bradenton 622,200
74 161 El Paso 604,600
75 143 Bakersfield 603,700
76 81 Akron 598,100
77 139 Wilmington, DE 597,400
78 119 Harrisburg-Lebanon-Carlisle 576,800
79 223 Baton Rouge 576,400
80 283 Monterey-Salinas-Santa Cruz 567,400
81 231 Charleston, SC 565,800
82 550 Gainesville-Ocala 563,700
83 291 Stockton 559,800
84 123 Little Rock 555,400
84 91 Syracuse 555,400
86 361 Greenville-New Bern-Jacksonville 546,700
87 117 Springfield, MA 544,000
88 183 Columbia, SC 540,400
89 97 Toledo 531,300
90 341 Daytona Beach 528,800
91 71 Des Moines 527,000
92 177 Spokane 523,300
93 233 Colorado Springs 508,400
94 133 Mobile 500,200
95 311 Lakeland-Winter Haven 497,200
96 125 Wichita 488,700
97 517 Ft. Pierce-Stuart-Vero Beach 485,800
98 171 Madison 484,200
99 331 Melbourne-Titusville-Cocoa 483,300
100 259 Lexington-Fayette 476,200
101 229 Boise 475,400
102 293 Visalia-Tulare-Hanford 474,300
103 345 Johnson City-Kingsport-Bristol 467,500
104 301 York 459,500
105 253 Lafayette, LA 454,200
106 327 Huntsville 452,600
107 181 Chattanooga 451,600
108 165 Ft. Wayne 439,000
109 305 Augusta, GA 436,700
110 113 Worcester 432,800
111 255 Lancaster 428,000
112 277 Roanoke-Lynchburg 427,700
113 343 Modesto 426,000
114 247 Portsmouth-Dover-Rochester 417,800
115 590 Ft. Collins-Greeley, CO 417,300
116 565 Morristown, NJ 417,100
117 419 Victor Valley 416,200
118 62 New Haven 414,800
119 594 Oxnard-Ventura 414,700
120 574 Santa Rosa 412,200
121 275 Reno 400,800
122 169 Jackson, MS 400,400
123 337 Bridgeport 395,200
124 317 Pensacola 391,500
125 195 Lansing-East Lansing 386,700
126 129 Youngstown-Warren 381,500
127 359 Fayetteville, NC 365,900
128 503 Fayetteville (North West Arkansas) 356,900
129 163 Flint 350,100
130 82 Canton 348,600
131 273 Reading, PA 348,100
132 592 Palm Springs 344,900
133 111 Shreveport 337,000
134 281 Saginaw-Bay City-Midland 331,000
135 303 Appleton-Oshkosh 329,800
136 203 Springfield, MO 328,900
137 155 Corpus Christi 323,200
138 542 Newburgh-Middletown, NY (Mid Hudson Valley) 323,000
139 149 Beaumont-Port Arthur, TX 322,100
140 505 Burlington-Plattsburgh 318,100
141 271 Salisbury-Ocean City 314,900
142 367 Atlantic City-Cape May 314,600
143 537 Trenton 312,400
144 502 Tyler-Longview 311,500
145 241 Eugene-Springfield 308,000
146 412 Flagstaff-Prescott, AZ 307,600
147 547 Stamford-Norwalk, CT 307,000
148 157 Quad Cities (Davenport-Rock Island-Moline) 306,700
149 416 Fredericksburg 303,400
150 137 Peoria 303,000
151 562 Killeen-Temple, TX 300,800
152 581 Ann Arbor 299,300
153 533 Biloxi-Gulfport-Pascagoula 298,200
154 279 Rockford 297,800
155 173 Montgomery 296,200
156 285 Savannah 290,300
157 265 Macon 290,100
158 510 Myrtle Beach, SC 285,600
159 221 Asheville 269,100
160 193 Huntington-Ashland 267,700
161 377 Wilmington, NC 266,500
162 333 Tallahassee 265,000
163 185 Evansville 259,300
164 518 Poughkeepsie, NY 255,100
165 295 Utica-Rome 254,300
166 524 Hagerstown-Chambersburg-Waynesboro, MD-PA 249,600
167 315 Anchorage 243,200
168 197 Portland, ME 242,000
169 597 Wausau-Stevens Point, WI (Central WI) 240,100
170 239 Erie 240,000
171 556 San Luis Obispo, CA 237,900
172 426 Concord (Lakes Region) 237,800
172 261 Lincoln 237,800
174 385 Wenatchee, WA 235,000
175 589 Ft. Smith, AR 229,400
176 555 Morgantown-Clarksburg-Fairmont, WV 229,300
177 563 New London, CT 228,500
178 365 New Bedford-Fall River, MA 225,400
179 263 Lubbock 225,200
180 287 South Bend 222,700
181 536 Merced, CA 219,200
182 561 Odessa-Midland, TX 218,200
183 227 Binghamton 212,800
184 235 Columbus, GA 211,900
185 251 Kalamazoo 211,700
186 153 Charleston, WV 211,600
187 430 Lebanon-Rutland-White River Junction 211,400
188 391 Ft. Walton Beach-Destin, FL 208,100
189 245 Green Bay 207,700
190 371 Tri-Cities, WA (Richland-Kennewick-Pasco) 204,500
191 501 Dothan, AL 203,200
192 543 Tupelo, MS 202,100
193 147 Amarillo, TX 199,300
194 267 Manchester 199,200
195 530 Cape Cod, MA 196,700
196 535 Traverse City-Petoskey, MI 195,100
197 309 Waco, TX 195,000
198 205 Topeka 194,200
199 387 Salina-Manhattan, KS 193,800
200 528 Frederick, MD 192,800
201 325 Yakima, WA 192,400
202 508 Chico, CA 191,900
203 593 Danbury, CT 191,600
204 438 Rocky Mount-Wilson, NC 189,700
205 436 Bend, OR 184,500
206 506 Laredo, TX 182,500
207 567 Santa Maria-Lompoc, CA 180,100
208 407 Bowling Green, KY 180,000
209 339 Medford-Ashland, OR 178,700
210 423 Hilton Head, SC 178,000
211 151 Cedar Rapids 176,600
212 307 Terre Haute 175,400
213 159 Duluth-Superior 175,300
214 591 Santa Barbara, CA 172,200
215 187 Fargo-Moorhead 172,100
216 441 Las Cruces, NM 171,600
217 507 Champaign, IL 171,000
218 422 Muncie-Marion, IN 169,800
219 575 St. Cloud, MN 169,500
220 554 Florence, SC 168,700
221 569 Winchester, VA 166,700
222 522 Laurel-Hattiesburg, MS 165,600
223 587 Alexandria, LA 163,800
224 526 Bangor 163,400
225 421 Olean, NY 162,100
226 559 La Crosse, WI 159,900
227 557 Elmira-Corning, NY 159,300
228 596 Tuscaloosa, AL 158,300
229 553 Charlottesville, VA 157,600
229 509 Redding, CA 157,600
231 584 Lake Charles, LA 155,800
232 532 Rochester, MN 155,200
233 549 Bryan-College Station, TX 154,600
234 442 Twin Falls (Sun Valley), ID 148,800
235 566 Muskegon, MI 145,700
236 534 Joplin, MO 145,600
237 595 Lafayette, IN 145,100
238 323 Bloomington 143,800
239 573 Panama City, FL 142,800
240 570 Dubuque, IA 141,800
241 586 Eau Claire, WI 138,700
242 564 Columbia, MO 135,000
243 546 Abilene, TX 134,700
244 353 Pueblo 134,300
245 297 Waterloo-Cedar Falls 130,400
246 425 LaSalle-Peru, IL 130,300
247 579 Sussex, NJ 130,200
248 439 Lufkin-Nacogdoches, TX 130,100
249 539 Parkersburg-Marietta, WV-OH 127,500
250 511 Grand Junction, CO 126,700
251 576 Lima, OH 126,200
252 179 Wheeling 125,600
253 404 Florence-Muscle Shoals, AL 125,100
254 585 Monroe, LA 125,000
255 225 Billings, MT 123,700
256 440 Kalispell-Flathead Valley, MT 118,000
257 512 Texarkana, TX-AR 117,000
258 209 Wichita Falls, TX 115,400
259 381 Grand Island-Kearney, NE 114,400
259 433 Valdosta, GA 114,400
261 531 Battle Creek, MI 113,500
262 580 Albany, GA 108,700
263 219 Altoona 108,600
264 432 Montpelier-Barre-St. Johnsbury 107,000
265 519 Harrisonburg, VA 106,800
266 527 Augusta-Waterville, ME 105,700
267 545 Rapid City, SD 104,500
268 405 Columbus-Starkville-West Point, MS 104,400
269 402 Mankato-New Ulm-St. Peter, MN 102,300
270 578 Williamsport, PA 100,800
271 523 Sioux City, IA 100,700
272 577 Watertown, NY 100,100
273 418 Sheboygan, WI 98,800
274 520 Bluefield, WV 92,400
275 582 Bismarck, ND 92,300
275 599 Lawton, OK 92,300
277 499 Decatur, IL 91,500
278 529 Lewiston-Auburn, ME 90,400
279 548 San Angelo, TX 89,600
280 409 Sebring, FL 87,800
281 383 Hot Springs, AR 85,300
282 572 Grand Forks, ND-MN 83,100
283 289 Jackson, TN 81,800
284 497 Jonesboro, AR 81,200
285 560 Cheyenne, WY 74,500
286 558 Beckley, WV 68,700
287 403 Mason City, IA 66,500
288 588 Meridian, MS 65,500
289 513 Brunswick, GA 64,900
290 369 Casper, WY 63,500

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