Designated marketing area

Text

Indicates the Nielsen Designated Market Area (DMA) code for the individual's location. DMAs are geographic regions defined by shared television and radio broadcast coverage. They help target campaigns by media market. Mapping codes to market names requires Nielsen's copyrighted crosswalk file. Known or imputed for 119.5 million addresses — 99.6% of the addresses Faraday knows.

At a glance

Coverage today
99.6%
Typical coverage
98.9%
Addresses with a value
119.5M
Share in largest category
5.8%
Most values come
from the address
Data as of
Aug 1, 2026

How the categories split

How values are spread across the records that have one. Use it to check that the attribute tells records apart: when one value holds nearly everyone, it will not separate audiences much. Categories are ranked by share, largest first. “All other values” groups the smallest into one bar.

Share by category

n = 119,474,652

Share of addresses in each category. 100+ categories, of which the 20 largest are shown, with 5.8% in the largest.

501
5.8%
803
3.9%
602
2.8%
504
2.5%
623
2.5%
524
2.2%
506
2.1%
511
2.1%
618
2.1%
807
1.9%
539
1.8%
505
1.7%
753
1.6%
819
1.6%
534
1.6%
613
1.5%
751
1.5%
528
1.4%
510
1.3%
862
1.2%
All other values
56.9%
Distinct categories
100+
Share in largest category
5.8%
Share in top 3 categories
12.4%

Every category

100+ categories

The chart above draws the 20 largest. Search here for one it does not. This list holds the 100 most common; rarer values are not named.

  • 5015.8%6,921,048 addresses
  • 8033.9%4,633,009 addresses
  • 6022.8%3,317,118 addresses
  • 5042.5%2,996,525 addresses
  • 6232.5%2,943,519 addresses
  • 5242.2%2,588,573 addresses
  • 5062.1%2,521,828 addresses
  • 5112.1%2,491,507 addresses
  • 6182.1%2,477,327 addresses
  • 8071.9%2,303,479 addresses
  • 5391.8%2,200,095 addresses
  • 5051.7%1,984,938 addresses
  • 7531.6%1,968,336 addresses
  • 8191.6%1,919,011 addresses
  • 5341.6%1,882,499 addresses
  • 6131.5%1,836,988 addresses
  • 7511.5%1,770,251 addresses
  • 5281.4%1,702,018 addresses
  • 5101.3%1,600,858 addresses
  • 8621.2%1,435,613 addresses
  • 5171.2%1,387,748 addresses
  • 5601.1%1,352,995 addresses
  • 6091.1%1,254,613 addresses
  • 8201.0%1,240,037 addresses
  • 6591.0%1,191,693 addresses
  • 5271.0%1,184,108 addresses
  • 5080.9%1,125,662 addresses
  • 5120.9%1,114,130 addresses
  • 7700.9%1,048,418 addresses
  • 5350.9%1,046,160 addresses
  • 5330.9%1,029,329 addresses
  • 6410.8%1,015,441 addresses
  • 8250.8%1,012,638 addresses
  • 5670.8%984,296 addresses
  • 5150.8%974,757 addresses
  • 6160.8%965,584 addresses
  • 6170.8%924,061 addresses
  • 6350.8%916,204 addresses
  • 5480.8%912,546 addresses
  • 8390.7%866,569 addresses

Category shares over time

5.8% (largest)

The 5 largest categories, each followed across 12 collections. Estimated from a 1% sample of addresses.

Nov 2024Apr 2025Oct 2025Dec 2025Mar 2026Jun 2026Aug 2026
501803602504623

Coverage

How widely Faraday has this attribute, and how precise its values are. How many of your own records get a value also depends on how many of them Faraday matches. The state map shows where coverage is thin. Coverage over time shows whether it is growing or shrinking.

Coverage by state

Percentage of addresses in each state with a value.

Coverage over time

99.6% today

Share of addresses holding a value at each monthly snapshot. A value carries forward for one year.

Mar 24Jan 25May 25Oct 25Feb 26Jun 26Nov 26

How we arrive at a value

Latest collection: 119,554,311 addresses

Whether a value was observed on the person themselves, carried from their address, or estimated from the people around them.

On the person — 0%
Not used for this attribute — no value is inherited this way.
From address — 100%
Carried from what we know about the household at their address.
From geography — 0%
Not used for this attribute — no value is inherited this way.

Coverage, in context

Where 99.6% sits on the catalog’s own coverage range.

catalog min 0%max 100%

Higher coverage than 92% of address-level attributes in the catalog

Freshness

Whether the values reflect today. A long gap since the latest collection arrival means they may lag behind what is true now.

Collections

How recently this was collected, and how often a new collection arrives. Each bar is one collection, sized by how many addresses it carried. Gaps are real — collection is periodic, not continuous.

Aug 1, 2026
data as of
every two months
median collection cadence
Nov 24Apr 25Oct 25Dec 25Mar 26Jun 26
Data as of

Change between collections

How much values move between collections. Income or life events should move; heavy change in something steady can mean noisy data.

0.0%

of addresses changed value between the two most recent collections — 281953.4× steadier than the catalog median of 23.5%.

Contribution ledger

13 ingestions

1 authority contributed since Mar 2024.

ObservedIngestedCountID
263,433,64974d6c94c-8e2b-48fe-a704-50c99ad3cdde
266,506,942c5492806-a892-460e-aba1-ee78ffb29c5b
264,096,9771181277b-b751-4a59-aae1-101fa3f55375
264,777,400af53c569-4fe2-4282-975b-4cbf5f85692d
268,508,09184d6a1c5-d142-4a4d-9cb3-902de4c82c30

Related attributes

Attributes whose descriptions are closest to this one.

Neighbors found Oct 2026.

Use it in the API

Send an email, phone, or address. Get Designated marketing area back in real time.

  1. Add designated_marketing_area to a project.
  2. Send an email, phone, or address to the project's append endpoint. The response carries Designated marketing area for the matched person.
curl -X POST 'https://api.pro.faraday.ai/v1/projects/YOUR_PROJECT_ID/append' \
  -H 'Authorization: Bearer YOUR_API_KEY' \
  -H 'Content-Type: application/json' \
  -d '{
      "email": "jane.doe@example.com"
    }'
→ {"attributes":{"designated_marketing_area":"501"}}
Get it by APIAppend to a fileRead the API docs

Technical details

null in any row means the label does not apply, or is not recorded, for this attribute.

API name
The field to request through the API, and the key it comes back under in a payload.
designated_marketing_area
Category
The catalog group the attribute is filed under.
fig/geography
Type · unit
The kind of value and, where it has one, its unit of measure. Counts on this page are in addresses, whatever the unit.
Text
Statistical type
How the values are meant to be read: a measured amount, one of a ranked set, one of an unordered set, or several from an unordered set. The chart's form comes from the published values; for categories without a rank prefix, this label decides whether they are listed in rank order or by size.
nominal
Allowed values
The full list of values, when the attribute has a fixed set.
null
Derivations
How the value is produced, each with its definition.
null
How values combine
How the values from the attribute's sources become the one value delivered.
Read from a single source field.
Directionality
For ordered values, what a higher value means.
null
Deprecation
True when the attribute is being retired; choose another for new work.
false
API reference