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State of the Screens

What Does a Midterm Voter Look Like?

By October 14, 2021No Comments


 Big question #1: How many voters are likely to turnout for the 2022 midterm election?

Quick answer: 104M

Key details for potential 2022 target audience:
U.S. 18+ population – 255M
2) Registered to vote – 208M (82%)
3) Likely turnout – 104M (50%)
Persuadable – ≈ 21M (20%)


Big question #2: What share of video ad frequency would swing voters see from TV vs. digital video?

Projected video ad frequency to swing voters:
1) Linear TV – 60%
2) Digital video (including CTV) – 40%


Big question #3: Is there a significant cost difference by market to reach swing voters?

Quick answer: Yes.  An early look at 2022 shows a potential 270% difference in eCPMs between the lowest cost market (Milwaukee) vs. the highest (Phoenix).

Projected eCPM to target midterm swing voters:
1) Milwaukee – $30
2) Minneapolis-St. Paul – $39
3) Raleigh-Durham – $65
4) Las Vegas – $76
5) Atlanta – $80
6) Philadelphia – $82
7) Tampa-St. Pete – $109
8) Phoenix – $111

9) Average – $69

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.