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What Is a Media Market?

The primary factor in establishing a U.S. media market is location or geography.
Some broadcasters want to work in a large media market.
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  • Written By: Kristie Lorette
  • Edited By: O. Wallace
  • Last Modified Date: 16 November 2014
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A media market describes the group of consumers that have access to the same marketing messages. Typically, media markets relate to radio, television and print mediums, such as newspapers and magazines. Since the Internet plays such a pivotal role in marketing today, Internet media market is another medium considered. Other terms used to describe a media market include broadcast market, media region, designated market area, television market area and market.

The primary factor in establishing a market is location or geography. A media region typically consists of areas that are close in proximity to each other. This means that a market does not consist of two different states—one on the East Coast and one on the West Coast. In short, a media region consists of the areas that the media publication reaches, which typically means it is two or three cities that run into 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 very large metropolitan cities. In these cases, the media market may consist of a sole city. For example, in upstate New York, the cities of Albany, Schenectady and Troy make up one media market.

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When comparing television media markets with radio markets, there is a noticeable size difference. A television media market tends to consist of a much larger area than a radio market. Primarily, this is because the reach of a radio station tends to be smaller than that of a television station.

Media region information is used by the media outlets to sell advertising spots. For example, Nielsen Media Research tracks the viewing behavior of individual households that fall within each media market. This information includes demographics such as the age of the individuals in the household, income levels, education levels and other information about the consumers of the media.

Advertisers can use this information to identify whether or not the media outlet is appropriate for its products or services. For example, if a company sells cosmetics for teens, it will review the information about the people and households that are in the media market to see if their target market exists within the media region.

Both countries in North America — the United States and Canada — have similar system for media market ratings and information. The two countries do operate on their own systems, but in a similar fashion.

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ysmina
Post 3

@burcinc-- You made a good point about radio and I think that's the case because radio tends to be very local. People want to know what's happening locally. This is probably why many media markets don't try to expand too far out, because they would actually lose their audience if they did.

burcinc
Post 2

@SarahGen-- You're right and the opportunities for profit, that is advertisements have increased too. A newspaper may allocate its advertisements for local businesses in print, but on the net, the advertiser can be anyone. There are ad services that specialize online ads based on the geographic location of the visitor, so that resolves a lot of issues when it comes to advertising on the media market.

There may be a day when the media market mostly consists of online media. As of 2014 though, there are still a lot of people who prefer to buy their newspaper and choose local news over national or international.

And let's not forget TV and radio. I don't think that radio will every lose its place in the media market. And long waits in traffic without those silly radio ads just wouldn't be fun.

SarahGen
Post 1

Some newspapers have a far wider reach than a city or a state. We do have national newspapers and magazines that have nationwide reach. So print media isn't always specific to a smaller region.

Also, most large newspapers also have online versions now where people from all over the world have access to their news. The reach of the media market has truly expanded thanks to the internet.

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