Unable to Create Maps Using Designated Market Areas

Published: 26 Apr 2013
Last Modified Date: 21 Jun 2018


Unable to use Designated Market Area (DMA) data to create map boundaries.


Tableau Desktop



Option 1: Tableau Desktop 10.0 and newer versions

As long as you have a table showing DMA by zip code or county, you can assign the DMA field to be geographic based on the underlying geographic role (Zip or County.) Set the level of detail on the map to use DMA and the correct boundaries will display on the map.

Option 2: Tableau Desktop 9.3 and earlier versions

Use Custom Geocoding to plot the desired data on a map.


Designated Market Area is not a built-in geographic role. The ability to create custom territories was added in Tableau Desktop 10.0. 

Additional Information

DMAs are a trademarked television viewership boundary produced by Nielsen. The boundaries are made up based on zip codes or counties.
Nielsen DMA Maps
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