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Media markets refer to groups of consumers who receive the same marketing messages through radio, television, print media, and the internet. They are defined by location and demographics, and are used by advertisers to target their products or services. The US and Canada have similar systems for media market ratings and information.
A media market describes the group of consumers who have access to the same marketing messages. Typically, media markets refer to radio, television, and print media, such as newspapers and magazines. Since the internet plays such an important role in marketing today, the internet media market is another considered medium. Other terms used to describe a media market include broadcast market, media region, designated market area, television market area, and market.
The main factor in creating a market is location or geography. An average area is usually made up of areas that are close to each other. This means that a market is not made up of two different states: one on the east coast and one on the west coast. In short, a media region is made up of the areas that media publication reaches, which typically means that it’s two or three cities meeting each other.
A market typically overlaps with at least one major city. Most media markets include multiple cities or regions rather than just one city. The only exception to this is for large metropolitan cities. In these cases, the media market may consist of a single city. For example, in upstate New York, the cities of Albany, Schenectady and Troy constitute one media marketplace.
When comparing the TV media markets to the radio markets, there is a significant dimensional difference. A television media market tends to consist of a much larger area than a radio market. Primarily, this is because the range of a radio station tends to be less than that of a television station.
Media region information is used by media outlets to sell commercials. For example, Nielsen Media Research tracks the viewing behavior of individual households that fall into each media market. This information includes demographics such as the age of people in the household, income levels, education levels, and other information about media consumers.
Advertisers can use this information to identify if the media is appropriate for their products or services. For example, if a company sells cosmetics to teenagers, it will look at information about individuals and families who are in the media market to see if their target market exists in the media region.
Both North American countries – the United States and Canada – have a similar system for media market ratings and information. The two countries operate on their own systems, but in a similar way.
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