DMASS stands for "Designated Market Area Statistical Survey". It is a term commonly used in media research and advertising to define specific geographic regions or areas for tracking media usage, consumer behavior, and advertising reach.
The DMASS system was introduced by Nielsen Media Research, a leading global provider of market research and audience measurement services. Its objective is to provide advertisers and media planners with a standardized method of analyzing audience preferences, media habits, and buying patterns at a local level.
The DMASS divides the United States into hundreds of local media markets, each called a Designated Market Area (DMA). These DMAs are delineated based on television viewing patterns and are further classified into different sizes, ranging from the largest DMA such as New York City to the smallest ones that cover individual counties or towns.
The DMASS survey combines Nielsen's panel data and proprietary statistical algorithms to estimate audience behavior and demographics within each DMA. It provides detailed information on TV viewership, radio listening, internet usage, and other media preferences. Advertisers and media planners rely on DMASS data to make informed decisions about media planning, ad placement, and targeting specific consumer groups in different markets.
Overall, DMASS is a vital tool in media research, offering valuable insights into regional audience behavior and media consumption habits, enabling advertisers to tailor their marketing strategies more effectively to local market needs.
