Employer-Sponsored Audiences
. 92M people in the United States fit the Employer-Sponsored profile at the Qualified tier, with 1.39× more high-fit people than the U.S. population baseline. At $1.50 to $3.00 CPM, these audiences are priced at approximately 50% or less of the market rate, with results reported every week.
Enrollment timing. Each employer sets its own enrollment window, usually two to three weeks, most often in the fall for coverage starting January 1.
Qualified audience
Every person is scored 0 to 100 for fit to this channel. You buy only the tiers that qualify.
$1.50 to $3.00 CPM
Priced at approximately 50% or less of the market rate for health insurance audiences.
Weekly measurement
Qualified reach, lift against the national panel, and reach by state, reported every week of the enrollment window.
Who this audience is
Employed adults who get health coverage as a benefit and pick their plan during their company's annual enrollment window. They are not shopping for an insurer; that decision was made for them. They are choosing between the plan options their employer put in front of them, and deciding on the add-ons: HSA or FSA, dental, vision, whether to cover a spouse.
Why they are in market
Most people default to last year's plan without reading anything. The ones who do engage are looking for help understanding the trade-offs, usually in a two to three week window set by their employer, often in the fall.
How big this audience is of 252M scored people
| Tier | Score | Share | U.S. reach |
|---|---|---|---|
| High-Fit | 85+ | 25% | 62,883,114 |
| Qualified | 75+ | 36.4% | 91,602,315 |
| Extended Reach | 65+ | 38.1% | 95,940,176 |
| Digitally active, qualified | 8.6% | 21,545,114 |
Qualified is the default buy. Digitally active is the qualified audience with average or higher digital engagement: 24% of it. Mean channel score across the panel: 76.9/100. Each person counts toward one channel only.
Age index vs. U.S. population
Affluence index vs. U.S. population
100 = same share as the U.S. population. Teal is over-represented (130+), orange is under-represented (70 or below). The vertical line marks 100.
Reading the audience profile
Skews toward prime working years and firmly toward the top of the income ladder. It peaks at 50 to 59 and is the clear home for Middle-to-Affluent working adults, while Budget drops to effectively zero because lower-income working adults consistently fit ACA Marketplace or COBRA better. This is the largest channel of the five by a wide margin.
Top states qualified audience
- New Jersey 3.8M
- Washington 3.1M
- Massachusetts 3.0M
- Maryland 2.6M
- Connecticut 1.6M
- New Hampshire 542K
By index against population, Massachusetts (162), Connecticut (159), New Jersey (158), Maryland (154) and Washington (153) lead.
Where to reach them search and content themes
The language people use when they look for coverage information, for contextual and PMP targeting.
- employer health plan open enrollment
- HSA vs FSA comparison
- choosing a health plan at work
- PPO vs HMO which is better
- employee benefits enrollment checklist
- how much does employer health insurance cost
- adding a spouse to health insurance
Common questions
Evidence base primary sources for Employer-Sponsored
- Public health researchSHADAC State Health Compare, Health Insurance Coverage Type by Total, 2024
- Federal surveyU.S. Census Bureau, ACS brief ACSBR-024, Health Insurance Coverage by State: 2023 and 2024
- Direct countSemcasting national person scoring, 251,722,617 records
How the audience is built
Each of 251.7M U.S. adults is scored 0 to 100 for fit to Employer-Sponsored: a 40-point base, up to 25 points for age fit, up to 20 for household affluence fit, and up to 15 for state coverage context. Geography: Qualified means a score of 75 or higher with Employer-Sponsored as the person's best-fit channel. High-Fit means 85 or higher.
How quality is confirmed
Reach figures are direct counts from the full national scoring, not extrapolations from a sample, and each person counts toward one channel only. During a campaign, the qualified share of households reached is measured every week against the national panel at the same score cutoffs.
What it is not
A marketing propensity score built from published, population-level Census, SHADAC and CMS data. It is not an insurance eligibility, subsidy or coverage determination for any person. No individual enrollment records, claims or PHI are used, and race is reported for parity checks only, never scored.