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OOH glossary · Measurement

DMA (designated market area)

A DMA, or designated market area, is a Nielsen TV market that advertisers also use for billboards.

OAAA defines a DMA as a TV market area set by Nielsen and used for planning across media.

OAAA best practice is to report audiences by DMA or CBSA. A CBSA is a metro area defined by the federal government, and it is preferred in major markets.

GRPs depend on the market you pick. The same boards give different GRPs in a large DMA than in a smaller CBSA.

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