Updated 2021 Nielsen DMA Rankings Reflect the Effects of COVID-19

COVID-19 and the resulting pandemic have impacted every business throughout the United States and the world. From the early lock-downs in the spring to record-high COVID cases just before the Thanksgiving and Christmas holidays, viewing and listening habits changed — family-by-family and market-by-market.

COVID-19 increased media consumption for several reasons — 1) people wanted news about COVID, 2) viewers and listeners wanted to know specifics about COVID outbreaks within their community, and 3) people were hungry for entertainment while self-isolating.

But one fact remains clear, the number of TV households increased regardless of the market.

According to the Nielsen DMA Ranks 2021, the Top Five markets remained unchanged.

1. New York, with 7,452,620 TV homes – 6.162% of the US.
2. Los Angeles, with 5,735,230 TV homes – 4.742% of the US.
3. Chicago, with 3,471,560 TV homes – 2.870% of the US.
4. Philadelphia, with 2,997,360 TV homes – 2.478% of the US.
5. Dallas-Ft. Worth, with 2,962,520 TV homes – 2.444% of the US.

But there was movement--up and down movement among the Top 10 in the Nielsen DMA rankings:

• Atlanta moved up 3 notches, from #10 to #7 – with 2,648,970 TV homes, up over 375,000
• Washington, DC declined by 2 notches, from #7 to #9 – even though their TV homes increased by 213,650
• Boston also declined, from #9 to #10 – although their TV homes increased by 180,940

San Francisco-Oak-San Jose remained #6, and Houston remained #8.

How do the Nielsen DMA rankings help PR firms?

A crucial goal for every public relations firm is to ensure that clients’ messaging reaches the maximum targeted audience and is cost-efficient. Broadcast is a critical part of every PR firm’s arsenal of media options. The Nielsen DMA rankings report is the “holy grail” for public relations professionals.

Broadcast, both television and radio, remains a cornerstone of most marketing campaigns. Nielsen provides accurate, reliable audience measurements in all 210 demographic market areas in the United States. The Nielsen DMA rankings provide targeting and distribution guidance. Whether you are planning paid or earned media, the Nielsen rankings offer information to ensure that your client’s message reaches the intended audience.

When you have a national communications campaign targeted across multiple markets, the importance of understanding the depth of information contained in the Nielsen DMA Rankings 2021 may be crucial for your campaign’s success. Sometimes, a DMA is composed of several cities, such as Minneapolis-St. Paul or Albuquerque-Santa Fe. Nielsen’s DMA integrates residents’ listening and viewing preferences into a specific, defined region (DMA).

As digital and streaming devices increase, it’s critical to consider and include newer listeners who access a New York, Los Angeles, or Chicago station from a distant location. An understanding of a DMA’s demographics strengthens your outreach, helping ensure high-quality, targeted leads.

Why work with MediaTracks?

MediaTracks has provided services to public relations firms since 1989. We help public relations specialists, like you, utilize Nielsen’s DMA rankings to assure that your message hits the mark for your clients.

Call us today at 847-299-9500 or email us at [email protected] to learn more about utilizing the Nielsen DMA Rankings in 2021.

Source: https://www.nielsen.com/us/en/solutions/measurement/television/