Market Areas & Maps

Designated Market Area
The densely populated Salt Lake area is surrounded by thousands of sparsely populated square miles. The DMA, for the Salt Lake market, is ranked 36th for households. The DMA boundaries are assigned by the A.C. Nielson Company.

While the DMA is based on broadcast patterns, the dominant advertising media in the DMA are the Salt Lake newspapers, which have a higher audience than any of the television or radio stations. The summary below depicts the adult population of the market areas and the percentage of the population who reads The Salt Lake Tribune and Deseret News:

Area	Population	Daily	Sunday
DMA	2,194,800	(Coverage) 27.5%	(Coverage) 32.8%
MSA	1,231,000	(Coverage) 38.9%	(Coverage) 46.1%
PMA	620,000	(Readership) 57%	(Readership) 72%

Calculating audience reach depends on the geographic area used as a base. There are several standard areas used by media planners. The most important area for a particular business is the region which best resembles the geography of the firm's market. In all three of these standard markets, the Salt Lake newspapers have the greatest reach of any media.

The Metropolitan Statistical Area
The Salt Lake MSA is defined by the U.S. Census Bureau. It includes Weber, Davis and Salt Lake and Utah counties, and ranks 46th in the nation for total population.

The Primary Market Area
The geography and population patterns within the MSA create two separate primary markets centered around Ogden and Salt Lake City. The largest of these, the Salt Lake PMA, includes roughly half the households in the entire state. While the MSA is most common in national statistical summaries, the PMA is the area most commonly called "the Salt Lake market" by Utah retailers.

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