Uniques and Addressable
When building audiences with our granular DMA® Geography data, you'll notice that you will not see a projected adult online population number, but rather numbers for uniques and addressable modeled devices. In this case, the uniques and addressable both mean the same thing, and are the number of modeled devices we've observed in that location.
Since the DMA Geography data is observed and based on location, and this data is not weighted to be representative of the U.S. adult online population, we cannot provide a projected count of how many people are in each geographic area.
Projected Adult Population
You will, however, see a projected adult online population number when building audiences using Region or State from our Resonate Elements data. This is because the Region and State data originate from our survey data, which we weight to be representative of the U.S. adult online population. The above number for the Atlanta DMA®* is based on our observed geography location data, which we do not weight.
It's important to note that the DMA® level data will not match up with the State and Region data. The reason for this is because we are using two data sources; one data source for State and Region (our research data from our National Consumer Study) that is representative of the adult online population and another data source for DMA® (our more granular observed geography data) that is observed.
*The DMA® information is used pursuant to a license from The Nielsen Company. Any use and/or reproduction of these materials without the express written consent of The Nielsen Company, is strictly prohibited. The DMA® information is valid for the period 2020 - 2021.