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Matthew Hedberg

Vice President and General Manager of Politics at Semcasting

Multi-Platform Voter Outreach Avoids “October Surprises”

Labor Day in the United States signals the unofficial home stretch of the midterm election cycle. The primaries are complete, parties have chosen full slates of candidates, the kids are back in school, and the distractions of summer vacation season are behind us.

The “real campaign” has now begun in earnest for 2022 midterms. Candidates are vying for all 435 seats in the federal House of Representatives and for 35 Senate seats. Thirty-nine states are also choosing governors and other state and local officials.

The 2020 census triggered a round of redistricting. That’s also complete now, making this the first election to follow new district boundaries. This makes voter targeting more challenging since many voters find themselves in a different district from elections past.

As campaigns move into this final phase, candidates and their teams are searching for that one extra tactic to lift them over the top. As voters’ home viewing habits have shifted toward connected television (CTV) and many other screens, political advertising across platforms will be key to snatching victory in close electoral matches.