Agility uses media markets in a similar way to how DMAs are used to describe broadcast audiences in the USA.
A designated market area (DMA) is a region where populations spread across several towns, cities or other geographic regions can receive the same media offerings. DMAs are used by Nielsen Media Research to identify TV stations that best reach an area and attract the most viewers.
Agility's media markets uses definitions of regions that mirror DMA areas and are much more inclusive in identifying regional and local media, defined by actual audience statistics rather than estimated figures. They are also applicable to all media rather than only TV.
Currently media markets apply only to US regions, but we will be defining them for the UK, Canada and other countries in due course.