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Media Guru

Guru Search Results: 32 matches were found

Wednesday, April 09, 2003 #5927
For Our target segement which is households who have car and have at least one child under the age of six,we would like to find out What is the ranking for TV Channels based on the frequency in states such as Illoinis,Michigan,Ohio and Indiana?

The Media Guru Answers(Friday, April 11, 2003 ):
This question doesn't quite make sense. Frequency of what? If you mean incidence of HH with car and kid under 6, that's a population question and not related to TV Stations. If you mean audience rankings of TV stations among HH with car and kid under 6 that isn't related to frequency. Also TV audiences are not calculated by state, but by nielsen's Designated Market Areas


Monday, March 24, 2003 #5902
Dear Guru, I hope you can help answer this question. If I have a TV Schedule and a Radio Schedule, and I mix them together using a media mix program, I am asked which Population base to use. If I pick the Radio market pop, I get smaller Gross Impressions, than if I used the TV market pop. Which one of these is the correct way? I have to explain this to a client. Thanks in advance.

The Media Guru Answers(Monday, March 24, 2003 ):
Radio is typically based on a Metro (MSA) geography and TV on a nielsen dma geography, which is usually larger. In reality, Radio GRP would be lower in the dma area (reduced coverage due to distance), but the dma basis is probably to be preferred.


Saturday, February 01, 2003 #5790
Where can I find a source that will list # of households with children on a market level?

The Media Guru Answers(Saturday, February 01, 2003 ):
nielsen's dmas or Arbitron's Metros? nielsen deals in households, Arbitron with people 12+.


Friday, January 31, 2003 #5786
I am looking for a source that gives # of Households with children by market. Can you point me in the right direction?

The Media Guru Answers(Monday, February 03, 2003 ):
Census Bureau for metro markets at no cost. For dma's, you need nielsen or Scarborough


Friday, November 08, 2002 #5602
I am looking for a theoretical planning number that seems to be eluding me. Howmany US households are there & how many US cable households are there?

The Media Guru Answers(Friday, November 08, 2002 ):
According to nielsen Media Research, there are 106,641,910 TV HH as of September, 2002.
  • 69% receive wired cable
  • 40% receive wired pay cable
  • 81% receive wired cable and/or "Alternate Delivery Systems" which includes cable and satellite.


Wednesday, August 21, 2002 #5477
Guru, Are you aware of a free resource that will allow me to determine which TV and Radio dma a particular town/city has been asigned?

The Media Guru Answers(Wednesday, August 21, 2002 ):
The Guru does not believe there is a free resource for this. There is a reasonably priced city / dma directory resource available from nielsen for $135.

Arbitron also offers a resource.


Wednesday, July 17, 2002 #5415
Where can I get a comprehensive list of local TV stations by dma? Thank you.

The Media Guru Answers(Wednesday, July 17, 2002 ):
Start with Gebbie Press. The FCC also has a lookup system. These use city and state rather than dma. nielsen, who defines dma's, provides a dma station directory for a nominal charge.


Friday, June 07, 2002 #5333
Guru . . . Is there a source from which I can determine total advertising dollars investmed in all media by dma market?

The Media Guru Answers(Friday, June 07, 2002 ):
Totals come from CMR (Competitive Media Reports) and include local spending for top markets. If you want to attribute a portion of national spending to each market, there are two methods. In proportion to population See nielsen dmas or according to how the audience falls, based on ratings and circulation reports.


Tuesday, March 05, 2002 #5135
Dear guru: I'm seeking some guidance on planning and buying local cable tv advertising and how it relates to local network tv placement. For example, many of the smaller markets we are researching do not have cable ratings available. Is it safe to use the nearest dma available cable ratings as a guideline? Also, does nielsen offer cable ratings, and if so, is it standard practice to post cable networks against these projections? Also, does a national guide of cable providers exist, that enable you to look up a specific geographic region and identify cable providers in the area? Is there any type of reference guide of sorts that could assist me in cable tv planning in general? Thanks.

The Media Guru Answers(Monday, March 11, 2002 ):
  • The Guru would not base cable ratings on a nearby dma. This situation implies you would use the ratings data of a larger, urbanized market to judge a smaller, suburban or rural market where tastes might differ greatly. Similarly, cable penetration might be very different in a rural market, and most importantly the competitive picture as far as networks and local stations available will likely be different.
  • Yes, nielsen offer cable ratings and where available, are appropriate for posting. nielsen reporting standards are based on audience size, not on the type of signal.
  • You will probably find SRDS' Broadcast and Cable Source useful.
  • Also, try the national spot cable reps like NCS


Wednesday, February 27, 2002 #5122
Guru . . . Is there a no-cost source of very basic (age, sex, income, household size, etc.) demographic information by market? Thanks.l

The Media Guru Answers(Wednesday, February 27, 2002 ):
If you use metros (MSA) as your markets, it's all free from the Census Bureau.

dmas are proprietary definitions by nielsen and their details are usually only compiled with some cost attached.


Tuesday, February 19, 2002 #5096
I buy spot television in a dma in which there is a local WB affiliate that is a local cable origination station nielsen has ratings for the programming on this station and lists it with the other affiliate stations. So this WB station argues that it's "just a regular station" and a 2.5 rating on their station is the same as a 2.5 on the NBC affiliate. How can this be? Cable and spot are not of the same universe and this station is only carried on 1 system (there are over 20+ dma wide). I have posed this question to my nielsen rep as well as the planners at my agency, and no one can come up with a good explanation.

The Media Guru Answers(Tuesday, February 19, 2002 ):
If this station is being reported in your local dma NSI report, next to to other stations, then its 2.5 IS the same as 2.5 on the NBC affiliate. Its rating might be much higher against its limited subscriber universe, but the NSI report reports against the dma.


Friday, October 12, 2001 #4783
I used the archives to look up a question concerning the use of celebrity endorsements. Both of the responses in the archives referred to the Advertising Research Foundation. I called the number, and was told that information is only available to paid members. You should note this when you refer people to that organization.

The Media Guru Answers(Friday, October 12, 2001 ):
The Guru does not purport to provide, primarily, links to free data. Most of the sources cited, nielsen, Arbitron, MRI, Direct Marketing Association (dma), , CMR (Competitive Media Reports) etc., have membership fees, subscription fees, or data charges.

The user must decide whether the need justifies the cost.

It doesn't cost any more than a phone call or email to learn there is a charge.

Personally, the Guru feels that ARF membership is justified by access to the library alone.


Friday, August 03, 2001 #4631
Do you know if there is an interactive tool to find Dear Media Guru, Do you know if there is an interactive tool where I can enter CITY & STATE and it will tell me dma ? Thanks!

The Media Guru Answers(Monday, August 06, 2001 ):
Since nielsen doesn't offer this, it probably isn't available.


Friday, August 03, 2001 #4630
Have you seen a top 200 list by dma and MSA by Adults -African American- Hispanic- Asian 18+ with Census 2000 data?

The Media Guru Answers(Friday, August 03, 2001 ):
The Census doesn't issue any data on a dma basis. nielsen, which establishes the dma definition, will not issue market populations for Hispanic for a month or so; Census data has not yet become available at the necessary level of geographic detail. Even then some data will be modeled, pending Census detail. nielsen will also do African American dma populations, but probably not Asian-American. On a metro basis, all three segments' total populations have been posted on the Census site.


Friday, July 20, 2001 #4595
Where can I find a list of populations for all major markets?

The Media Guru Answers(Friday, July 20, 2001 ):
Metropolitan areas are available at the Census Bureau site. dmas are available from nielsen.


Thursday, June 14, 2001 #4488
IŽd like to know about media (TV and Radio) for the hispanic market at the USA, information about ratings, share, costs by State. thank you!

The Media Guru Answers(Sunday, June 17, 2001 ):
For links to US Hispanic media, the best resource is our own Abbott Wool's Market Segment Resources Hispanic page.

For general information about ratings and shares, without buying the full research from nielsen or Arbitron, browse through Abby's Hispanic Market Weekly Media and Research articles.

For costs, you will generally need to contact the media, but SQAD offers a current Hispanic spot TV cost guide.

In the US, TV and Radio are not costed by state, but by metropolitan area (MSA) for radio or designated market area (dma) for TV.


Wednesday, April 04, 2001 #4313
Please give me a list of dmas in alphabetical order cross-referenced to their Radio Metro Markets (Metropolitan Statistical Markets or MSAs are also acceptable). For example: under Los Angeles dma we have Los Angeles Metro Market, Riverside-San Bernardino Metro Market, and so on.

The Media Guru Answers(Thursday, April 05, 2001 ):
dma's are defined by nielsen.

Radio metros are defined by Arbitron. Arbitron can provide a map indicating both geographies, and prints the list you are requesting in "Nationwide" audience reports.


Wednesday, March 21, 2001 #4280
Concerning Local Cable ratings, there seems to some confusion as to the availability of nielsen demographic ratings. While I know that HOUSEHOLD Local Cable ratings are availbale on nielsen's HH overnights, how are demographic ratings developed? I have heard of two methodologies: 1) Apply dma VPVHs to the HH overnight ratings 2) Use nielsen diary info to determine demographic Local Cable ratings. From my experiences, Local Cable is severly underreported thorugh diary measurement. Therefore, I believe the use of HH overnights would be preferred. Can you provide some insight into Local Cable rating accuracy and methodology? Thanks!

The Media Guru Answers(Sunday, March 25, 2001 ):
Household overnights are only available where nielsen uses set meters to measure the Household audience. These meters automatically send their daily readings to nielsen's computers so that nielsen can then issue ratings "overnight."

According to information at nielsen's web site:

" In 49 of the largest markets, we have a sample of homes with set meters (not people meters) which provide the tuning status (set on/off, channel and time) of TV sets in the home. We collect information about who is viewing from separate samples of homes in these markets with diaries for each TV set. We combine the meter and diary information in a way which projects the diary viewing data adjusted to the meter tuning data."

The nielsen NSI service reports cable in local market reports when the audience meets reporting standards.

So, in any case where HH overnights would be available, NSI is adjusting diary demographic findings to reflect (preferred) meter measurment of households.


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.


Wednesday, June 14, 2000 #3549
How does one go about finding out share-of-market information by dma? For example, how could I find out total sales for the Casual Dining industry for say, a six-month period of time?

The Media Guru Answers(Thursday, June 15, 2000 ):
Market-by-market shares are the core businesses of AC nielsen or Information Resources. Another research firm specialized in the restaurant business is Technomic.


Tuesday, May 23, 2000 #3490
What are the top ten online ad spending regions in the US

The Media Guru Answers(Tuesday, May 23, 2000 ):
The Guru finds more questions raised by your question. What do you mean by regions? For example, there aren't enough "nielsen regions" to think about a top 10. Do you mean dmas or some other "universe" of regions? On what basis would you want to associate spending with regions? Headquarters of the advertiser? Location of the buyer?

It is possible no data will have been compiled for this sort of geographic analysis, but the most extensive web ad spend tracking is probably the one by CMR (Competitive Media Reports).


Tuesday, April 11, 2000 #3387
Is there an internet site where you can determine a given cities dma? Thanks.

The Media Guru Answers(Tuesday, April 11, 2000 ):
dmas are defined by nielsen. They offer a city listing book.


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.


Tuesday, February 23, 1999 #2352
How can you determine the corresponding county and dma for a zip code?

The Media Guru Answers(Tuesday, February 23, 1999 ):
nielsen has a reference volume for this purpose. By the way, zip codes are not necessarily within one county. For example on, to consider just one sample county line within the NY dma, there are 5 zipcodes which straddle the Nassau / Suffolk county border.


Wednesday, January 06, 1999 #2245
Dear Guru: What is the meaning for those acronym on Spot Quotations and Data (SQAD) quarterly TV Cost Per 1OOO diagram? such as POP, EM, DAY, EN, PA, PR, and LN.

The Media Guru Answers(Thursday, January 07, 1999 ):
POP = number of households in the dma (nielsen's Designated Market Area)

EM= Early Morning or 7-10 am EST

Day= Daytime or 10am -4pm EST

EN=Early News

PA= Prime Access or 7:30-8:00pm EST

PR= Prime Time or 8:00=11:00pm Mon-Sat and 7:00 - 11:00pm Sun

LN=Late news

As these are all Spot costs, the actual times sold as spot in the local markets may vary somewhat from these general definitions. Prime Time hours on non-network affiliate stations may be treated as fringe time.


Friday, March 13, 1998 #1527
What is a good source to correlate dmas with ZIP Codes? Or is there an intermediate step required?

The Media Guru Answers(Friday, March 13, 1998 ):
nielsen Media Research, the creator of dma's, publishes a reference book for this purpose.


Friday, February 06, 1998 #1501
Which source could I find information regarding the top ten cities with the highest population of females 18-34?

The Media Guru Answers(Saturday, February 07, 1998 ):
Both nielsen and Arbitron provide management booklets with dma (Designated Market Area) population ranked this way. These are the standard media planning/buying geographies. Additionally, the Arbitron book has metropolitan area population, if that's what you need.

If you literally need cities, the U.S. Census site should have what you need.


Thursday, May 29, 1997 #1358
Is there any model or guideline that help me to allocate the media budget between regional media and local media, i.e. how much should be put behind regional media vs local media

The Media Guru Answers(Monday, June 02, 1997 ):
There are several models for accomplishing this media task. There are basic decision points that must be addressed before doing the actual calculations:

-Will you allocate impressions or dollars? (dollars leads to more efficient plans overall)

-Will you set goals for local delivery based on population, sales, brand development, category development or some other basis for assigning value to local markets?

A delivery goal is established for each market or region: e.g. let each dma receive a percentage of all the plan's impressions equal to the dmas percentage of the product's sales or the market's percentage of US population, etc.

Then, by examining how each national medium delivers its impressions to each dma, using nielsen data, ABC circulation, etc. you can determine how much media needs to be purchased locally to achieve the market by market goals.

The first time you must guess how much budget to allocate to national media, to see how the impressions fall before you have a local media budget to experiment with. Then it becomes an iteritive process to fine tune the allocation.

The Guru suggests you begin with about 75% in national media and 25% in local. If the local skews are stronger, e.g. many BDIs outside the 75 to 150 range, you will likely need a greater proportion of local funding.

It is possible to incorporate many adjustment factors, such as market efficiency, relative effectiveness of national and local media elements, etc.


Wednesday, March 12, 1997 #1021
Hello Media Guru: I need to know WHO determines if a media market (dma) is considered "Small" "Medium" or "Large." I cannot find a list that says what a market is--I only know what the generally accepted industry usage is, but I can't find any specific source that says what constitutes whether a market is considered Small, Medium, or Large-sized. Please help!

The Media Guru Answers(Thursday, March 13, 1997 ):
There are no official standardized definitions of these relative terms. Some people might consider top 25 large, markets ranked 26-100 medium and the remaining 100+ to be small. The next person might do it differently. Using the nielsen A / B / C&D definitions would also be a reasonable approach.


Friday, March 07, 1997 #1314
Currently I am researshing markets for a 2,000+ chain of discount stores across the U.S.I have received a listing of all the locations with addresses and zip codes. I now need tosort each address and assign it to a dma. What is the best way to approach this project or doI need to do it the old fashion way and look it up city by city? Help!!

The Media Guru Answers(Thursday, April 24, 1997 ):
nielsen and Arbitron both have reference books that easily associate zip codes directly with dmas.


Wednesday, June 05, 1996 #1205
I am looking for household counts and population for the top 100 ADIs in the US. Do you know of an internet source?

The Media Guru Answers(Thursday, June 06, 1996 ):
ADI is an out-of-date term, dropped by its creator, Arbitron, when they went out of the Television ratings business. nielsen"dma" is the standard, current geographic definition of mutually exclusive marketing areas. The Guru does not think there is a listing of these populations on the 'net. But most media, ad agencies or research companies which subscribe to nielsen or depend on dma's,have lists available and share the data fairly readily for legitimate inqiries. It might be worth exploring the search engines for the data, as well, since it is often incidentally attached to research results. Try AltaVista


Friday, March 29, 1996 #1252
Has anyone published information regarding web access, web usage and web demographic profiles of consumers by dma on the Web? Furthermore, is this information freely accessed? I am specifically interested in th Mpls/St. Paul dma.

The Media Guru Answers(Saturday, March 30, 1996 ):
In the Guru's opinion, there are not even good answers to those questions at the national level. If you look down below, at a March 7 question, you'll see a link to a compilation of Web demographics info. There is also a listing of other studies and Web providers at bxi, and nielsen has done a large scale study. It's possible that the nielsen or O'Reilly (see bxi) web-use studies had big enough samples that they can break out Minneapolis, but that data would not likely be free, if available.



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