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MK342 - Spring 2021 (Gustafson)

This Bentley Library research guide has been prepared for students taking MK342 Advertising with Professor Lee Gustafson during the Spring 2021 trimester.

U.S. Demographics

DemographicsNow and Claritas 360 are the best sources for U.S. demographic, household, and economic data for a variety of geographic regions, including DMA.

DMA (Designated Market Area) regions are the geographic areas in the United States in which local television viewing is measured by Nielsen. There are 210 DMA regions, covering the entire continental United States, Hawaii, and parts of Alaska. The DMA boundaries and DMA data are owned by Nielsen.

Watch this brief tutorial to learn how use DemographicsNow to find demographics, attitudes, and spending habits of consumers in any geography in the US.


  • Tip: Explore the Pop-Facts Demographics Reports (Effective Buying Income; Pop-Facts Demographics; Pop-Facts Demographics By Age Race Sex; Pop-Facts Demographics Trend; Pop-Facts Executive Summary; Pop-Facts Household Income By Age of Householder and Senior Life)

Additional Resource: