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Media Guru

Guru Search Results: 8 matches were found

Wednesday, October 13, 2004 #6635
Who (e.g. Nielson, Census Bureau) defines the media "county size" as "A, B, C, and D"? Also, what is the difference between each of the county sizes?

The Media Guru Answers(Thursday, October 14, 2004 ):
It's a nielsen definition, using some Census metrics.

"A" counties are the counties of the top 25 metropolitan areas

"B" counties are all remaining counties with a population over 150,000 plus counties that are part of the metro areas of cities in B counties

"C" counties are all remaining counties not included above with populations over 35,000 plus counties that are part of the metro areas of cities in C counties

"D" counties are all other remaining counties


Tuesday, May 25, 2004 #6501
I work on a automotive account on the retail level. The national plan is provided by a different agency, but teh DMA plans are done by us. A retailer has just stated he does not get his "fair share" of the National TV plan. We have no control over what the National plan is, but have been asked to provide something that would prove he gets his fair share. I am uncertain of what he considers fair, and don't no anyway I can analyze the national buy in a local level other thatn explaining the way national TV works. Do you have any suggestions? Thanks

The Media Guru Answers(Tuesday, May 25, 2004 ):
The Guru wonders why it becomes your job to provide this, since if there is a fault it's in the national plan, not the one you work on. Perhaps you're expected to makle the local plan balance inequities in the national?

Whichever, we must first understand the complaint: Does the complainer believe the DMA as a whole doesn't get its fair share of national? Or that the portion which is his particular trading area is short-changed?

In either case there must be some assessment from the dealers to compare against a "share." In the DMA case, if the DMA receives 5% of the national impressions and the group of dealers in the DMA is assessed 5% of the national dealers' allocation of contribution to the budget, then that would seem fair. If the assessment is based simply on DMA population or sales or something unrelated to media delivery, then that could be unfair. To consider fairness against smaller geographies will depend in part on whether there is a measurement of that geography. nielsen provides various tools that measure network program delivery by DMA or by county with which to address the issue. Other than counties or metro areas, that is less likely to occur. There are some geodemographic systems which can estimate narrower geographic delivery of broadcast media, but balancing problems at this geographic level with local TV is only sometimes possible.


Thursday, February 05, 2004 #6376
Why do TV signals spill out of one DMA and into the next? Do broadcast signals get mixed up and therefore some homes on the borders btw DMAs are able to receive 2 ABC stations on 2 different channels? How do you properly calculate "spill %"? - What data do you need and where is it available?

The Media Guru Answers(Sunday, February 08, 2004 ):
  • TV signals don't "know" anything about DMA borders; signal coverage is a matter of physics and DMAs are business / research definitions
  • DMA boundaries are based on analysis of each county's viewing patterns in nielsen audience data. Each county is assigned to the DMA whose TV stations capture most of the county's viewing. Only in VERY rare cases is a county split (TV stations tend to be in the central city of a DMA).
  • Under this definition, it is easy to imagine that viewers in border counties may be able to receive stations from two adjacent DMAs. For example, the map below shows Long Island, New York, which is assigned to the NY DMA. You may observe that the middle of Long Island (near where the county name "Suffolk" is printed) is only half as far from New Haven, CT, a home city of the Hartford-New Haven DMA, as it is from New York City, the home city of the NY DMA
  • "Spill" is based on audience from one DMA reported in another DMA, so you must compare nielsen audience measurements from the station's home DMA to audience measured in other DMAs. Spill is not always into adjacent DMA's, particularly for cable-carried "super-stations."


Friday, November 21, 2003 #6268
How many counties make up the Washington DC MSA? TSA? DMA? What is the largest county in this metro?

The Media Guru Answers(Saturday, November 22, 2003 ):
These are nielsen's definitions.


Monday, August 25, 2003 #6138
Where does the term DMA come from. The US Census or Federal Statistics doesn't measure population by DMA. Also which is more effective to measure population an MSA or DMA

The Media Guru Answers(Tuesday, August 26, 2003 ):
nielsen Media Research' DMAs are defined on a basis of TV viewing habits in counties, not simply geography. They do include Federally defined metros within their geography, but are not simply geographic. Population-wise, DMAs include all counties but metros do not, so the sum of DMAs better agrees with national totals.


Wednesday, September 25, 2002 #5530
I have a question regarding county designations. What determines if a county is considered an A,B,C, or D county? Also, is there a source where I can retreive a list of counties, with their designation? Thanks in advance for your help.

The Media Guru Answers(Wednesday, September 25, 2002 ):
As defined by nielsen, "A" counties are the counties of the 21 largest metro areas. "B" counties are all those belonging to metro areas that contain at least 85,000 households and are not within "A". "C" counties are all those over 20,000 households or belonging to Metros with over 20,000 households which are not included in A or B. "D" is all remaining counties.

Based on these definitions, it is easy to assemble a listing from the U.S. Census' site

Or, of course, get it from nielsen


Wednesday, August 02, 2000 #3667
what are the demographics for boston?

The Media Guru Answers(Sunday, August 06, 2000 ):
A question like this must be much more explicit. Doe you mean age and gender demographics, the most commonly used. Or do you mean education, income, race, occupation, etc?

Do you mean city, metropolitan area or DMA?

If you want it free, online, assemble the DMA counties on the Massachusetts page of the Census Bureau site.

Some data is available online from Arbitron. Arbitron and nielsen both make inexpensive books of market age/gender/race demographics available.


Monday, October 18, 1999 #2878
Dear Guru, Where can I get information about the top 20 media markets in US ? Secondly, how are these markets determined ? Is it pop size, tv ownership, per capita.... Thanks

The Media Guru Answers(Monday, October 18, 1999 ):
Markets, under the broader definition of media markets, DMA (Designated Market Area), are ranked by their number of TV households. DMAs incorporate all of the U.S. counties, with rare exception counites are entirely assigned to one DMA, based on the share of the county's viewing attributed to stations which are "home" to the assigned DMA. This is all based on nielsen measurement.

You can get considerable population data about DMA's from nielsen at a nominal charge. Here at AMIC you can find the Household poulation totals in the AMIC's Ad Data area.

Metro areas are another definition used for media markets, and are particularly relevant to radio. These are Census definitions, also based on counties and use totoal population. Metros do not total to the entire U.S. population.



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