Designated marketing area
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 118.6 million addresses — 100.0% of the addresses Faraday knows.
At a glance
- Coverage today
- 100.0%
- Typical coverage
- 99.5%
- Addresses with a value
- 118.6M
- Share in largest category
- 5.8%
- Most values come
- from the address
- Latest collection
- May 1, 2026
How the categories split
n = 118,591,284Share of addresses in each category. 99+ categories, of which the 20 largest are shown, with 5.8% in the largest.
Every category
99+ categoriesThe 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.
- 5015.79%6,870,355 addresses
- 8033.86%4,581,159 addresses
- 6022.78%3,294,081 addresses
- 5042.51%2,978,111 addresses
- 6232.46%2,911,788 addresses
- 5242.17%2,573,954 addresses
- 5062.12%2,519,376 addresses
- 5112.09%2,480,538 addresses
- 6182.07%2,449,507 addresses
- 8071.93%2,291,284 addresses
- 5391.84%2,183,513 addresses
- 5051.67%1,984,706 addresses
- 7531.64%1,941,050 addresses
- 8191.61%1,906,072 addresses
- 5341.58%1,867,933 addresses
- 6131.54%1,830,646 addresses
- 7511.49%1,770,358 addresses
- 5281.43%1,695,437 addresses
- 5101.35%1,599,680 addresses
- 8621.20%1,417,233 addresses
- 5171.16%1,380,068 addresses
- 5601.14%1,346,212 addresses
- 6091.05%1,247,468 addresses
- 8201.04%1,232,142 addresses
- 6590.99%1,179,872 addresses
- 5270.99%1,174,729 addresses
- 5080.94%1,120,375 addresses
- 5120.94%1,109,126 addresses
- 5350.88%1,044,360 addresses
- 7700.88%1,038,125 addresses
- 5330.86%1,025,757 addresses
- 8250.85%1,005,015 addresses
- 6410.85%1,004,484 addresses
- 5670.82%974,829 addresses
- 5150.82%971,771 addresses
- 6160.81%958,935 addresses
- 6170.78%921,524 addresses
- 6350.76%906,678 addresses
- 5480.75%890,322 addresses
- 8390.73%861,560 addresses
Category shares over time
5015.8% (largest)The 5 largest categories, each followed across 12 collections. Estimated from a 1% sample of addresses.
Coverage
Latest collection: 119,982,292 addressesCoverage by state
Percentage of addresses in each state with a value.
Coverage over time
100.0% todayShare of addresses holding a value at each monthly snapshot. A value carries forward for one year.
How we arrive at a value
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 100.0% sits on the catalog’s own coverage range.
Higher coverage than 93% of address-level attributes in the catalog
Freshness
How recently this was collected, and how often a new collection arrives. Each bar is the number of addresses in that collection. Gaps are real — collection is periodic, not continuous.
Change between collections
The share of addresses whose category changed.
of addresses changed value between the two most recent collections — 39975.1× steadier than the catalog median of 13.5%.
Contribution ledger
12 ingestions
1 authority contributed since Mar 2024.
| Observed | Ingested | Count | ID |
|---|---|---|---|
| 2026-05-01 | 2026-09-10 | 266,506,942 | c5492806… |
| 2026-03-01 | 2026-07-01 | 264,096,977 | 1181277b… |
| 2026-02-01 | 2026-07-02 | 264,777,400 | af53c569… |
| 2025-12-01 | 2026-08-11 | 268,508,091 | 84d6a1c5… |
| 2025-11-01 | 2026-08-11 | 268,299,874 | a071c538… |
Technical details
- API name
- designated_marketing_area
- Category
- fig/geography
- Type · unit
- Text
- Statistical type
- nominal
- Allowed values
- null
- Derivations
- null
- Directionality
- null
- Deprecation
- false
In a payload
{
"attributes": {
"designated_marketing_area": "501"
}
}