Let’s Talk

The ABCs of Ad Agencies: D

The ABCs of Ad Agencies: D

Working with an advertising agency often means measurable results, friendly customer service, and creative ideas that drive brand awareness. But it also can mean confusing jargon. Here are some common marketing terms you may come across, such as DMA, while working on your next campaign.


You’ll mainly hear this word when discussing television or radio advertising. The daypart is exactly what it sounds like: the part of the day. Different dayparts (primetime, early morning, late night, etc.) tend to have different audiences so it’s an important consideration when targeting a campaign. Early morning viewers may be business people who are getting ready for their 9-5 jobs and have higher household incomes. Late night viewers may be a younger audience with a strong sense of brand loyalty.


Demographics are parameters used to sort the public into different groups. This makes it easier to target a campaign towards a certain audience. Demographic segmentation often includes age, location, gender, household income, and education levels.

Demographics affect buying habits, so we target different products and services accordingly.

Look at cars for example. Luxury brands, like Infiniti and Lexus, often target their advertising towards older, wealthier individuals while less expensive brands, like Ford and Kia, use music and color to attract a younger crowd.


A DMA is a designated market area. The country is split into 210 DMAs by Nielson Media Research, the company that studies the behavior of consumers. The Devaney & Associates office is located in Owings Mills, MD which puts us within the Baltimore DMA.

DMAs are ranked based on the number of households with televisions, with New York, NY and Los Angeles, CA dominating the first two spots.

Ad placements in different DMAs may cost more or less based on data from Nielson. New York, NY will be a more expensive market to advertise in than Glendive, MT, the 210th DMA.