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ADI vs DMA - What's the difference?

O

oldnewbie

I hope this is the right spot for what is probably a simple answer for the sales types. I'm usually an engineer.

Anyway, I see the list of Television markets ranked by DMA. My hometown (Bakersfield, Ca.) is listed as the 125th largest market.

BUT, in a list of Radio ADI, Bakersfield is listed as the 77th largest market.

Why the big difference? What is the Area of Dominant Influence measuring that the Designated Market Area is not?

Which of these measurements is the most important when it actually comes to sales?

And one other thing I can't help but be curious about. Is Radio sales really that much different than selling for a TV station? Is TV sales just selling radio with pictures, or is it a completely different beast altogether?

Any explanation would be greatly appreciated.
 
After selling radio for many years... I was always trying to create a "visual" with the radio scripts that I was writing.

Now that I am selling television ... I am putting that visual with the creative "radio" script.

One thing I've learned that IS different between the two ... is radio is based on "hundreds" of listeners... but television is based on "thousands" of viewers.

That there is your difference.

I'm sure others with share different thoughts.
 
oldnewbie said:
Why the big difference? What is the Area of Dominant Influence measuring that the Designated Market Area is not?
Click to expand...

ADI is the old Arbitron market definition for TV when they meansured TV, which they have not done for decades. DMA is the Nielsen market defintion.

Arbitron principally measures the metropolitan statistical area (MSA), defined by them, not the Census. That is the data posted on this and other websites, as well as what the bulk of the data in market reports is based on. There is also the larger TSA, total survey area, which is a bit more like a DMA, and DMA data issued in certain markets for Spring and Fall books only. It's seldom used for anything, which is why my understanding is that the PPM will have neither, just the MSA.

Which of these measurements is the most important when it actually comes to sales?
Click to expand...

Neither. Radio seldom if ever sells DMA or TSA, generally selling the MSA only.

And one other thing I can't help but be curious about. Is Radio sales really that much different than selling for a TV station? Is TV sales just selling radio with pictures, or is it a completely different beast altogether?
Click to expand...

TV is much more program based, with each program having a different demo target or audience... radio is sold by the overall format..
 
David is correct. Please note though that the buying of broadcast television was based upon buying the program that targeted a specific demo but that mind set is beginning to change as the cable networks gain more and more viewership. Cable channels generally are like a radio station, geared toward a demo for the entire day; lifetime is w18-49, espn male, etc. There are oddities on cable though, watch CSI reruns on spike and that could be followed by the UFC.
 
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