Medicare Advantage Audiences
. 57M people in the United States fit the Medicare Advantage profile at the Qualified tier, with 3.44× 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. Coverage chosen during AEP starts January 1, 2027. People already in a Medicare Advantage plan get a second window, the MA Open Enrollment Period, from January 1 to March 31.
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
Adults 65 and over choosing a private plan that bundles their Medicare coverage, usually with extras Original Medicare does not include: dental, vision, hearing, a fitness benefit, often a $0 monthly premium. This is the broadest Medicare audience; it spans every income band because the value proposition is extra benefits at low or no cost.
Why they are in market
The Medicare Annual Enrollment Period runs October 15 to December 7 every year, and plans change their benefits annually. A meaningful share of enrollees shop and switch each cycle, which makes this a recurring, competitive audience rather than a one-time decision.
How big this audience is of 252M scored people
| Tier | Score | Share | U.S. reach |
|---|---|---|---|
| High-Fit | 85+ | 15% | 37,865,800 |
| Qualified | 75+ | 22.7% | 57,130,909 |
| Extended Reach | 65+ | 23.1% | 58,168,400 |
| Digitally active, qualified | 10.2% | 25,632,000 |
Qualified is the default buy. Digitally active is the qualified audience with average or higher digital engagement: 45% of it. Mean channel score across the panel: 71.7/100. 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
Age 70 and over carries the whole channel almost by itself, indexing near 410, with 60 to 69 still qualifying but far more weakly. Affluence tilts toward Budget, with Affluent effectively zero: this remains a Budget, Medicare-age product, not a premium one. Maine and Vermont are the state standouts.
Top states qualified audience
- Mississippi 1.0M
- New Mexico 628K
- West Virginia 598K
- Maine 511K
- Delaware 374K
- Montana 324K
By index against population, Maine (206), Vermont (202), Mississippi (199), New Mexico (197) and West Virginia (195) lead.
Where to reach them search and content themes
The language people use when they look for coverage information, for contextual and PMP targeting.
- Medicare Advantage plans near me
- Medicare Part C vs Original Medicare
- Medicare Advantage annual enrollment period
- best Medicare Advantage plan 2027
- Medicare Advantage dental vision coverage
- switching Medicare plans open enrollment
- zero premium Medicare Advantage
Common questions
Evidence base primary sources for Medicare Advantage
- Public health researchSHADAC State Health Compare, Health Insurance Coverage Type by Total, 2024
- Federal enrollment dataCMS Medicare enrollment reporting
- 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 Medicare Advantage: 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 Medicare Advantage 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.