If DMA rankings change, it can affect how you much spending you can afford in a particular market.
Nielsen Co. has stated that total US TV homes have increased by 400,000 making the total to 114.9 million as it heads into the 2009-2010 television season. MediaPost reports this is a smaller increase than the 1.7 million a year ago.
All of the top-10 markets did remain in the same rank and accumulate more TV homes. However, some fluctuation did occur like the No. 11 Designated Market Area (DMA) ranked market Detroit actually lost approximately 37,000 homes. Denver gained so many new homes that it jumped Miami, Cleveland, Salt Lake City, and Harrisburg, PA in DMA positioning.
Other notable changes include the New Orleans moving to the 51 ranked DMA. This market has shown the highest percentage increase of any other market within the last year. It is also important to note that the Florida DMA markets of Tampa, Miami, Ft. Meyers and Tallahassee all saw population losses.
It is important to be aware of the DMA ranking of the markets in which a campaign is running. For instance, if a market is rising in ranking, then it is advisable to expect media costs to increase. Or, the opposite can happen if a market position falls down.