Medigap Audiences
. 4.8M people in the United States fit the Medigap profile at the Qualified tier, with 2.40× 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. The six-month Medigap Open Enrollment Period starts the first month a person is 65 or older and enrolled in Part B. Outside it, insurers in most states can deny coverage or price on health.
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 who stay on Original Medicare and buy a separate supplement policy to cover the deductibles, copays and coinsurance Medicare leaves behind. They pay a monthly premium for predictability, and they can use any doctor who takes Medicare. This is the affluent end of the Medicare market: people trading a known monthly cost for no surprise bills.
Why they are in market
There is a one-time six-month window when someone turns 65 during which an insurer cannot refuse them or price them on health status. Outside that window, in most states, they can be turned down. That makes newly-65 people the highest-value moment in this channel by a wide margin.
How big this audience is of 252M scored people
| Tier | Score | Share | U.S. reach |
|---|---|---|---|
| High-Fit | 85+ | 1.4% | 3,505,248 |
| Qualified | 75+ | 1.9% | 4,809,201 |
| Extended Reach | 65+ | 2% | 5,141,172 |
| Digitally active, qualified | 0.75% | 1,889,283 |
Qualified is the default buy. Digitally active is the qualified audience with average or higher digital engagement: 39% of it. Mean channel score across the panel: 62.2/100. 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
The most sharply defined audience of the five, and by far the highest average index at 168.3. Almost entirely concentrated in the Affluent tier, which indexes at 954 once cross-channel overlap is removed, while Budget and Middle both drop to effectively zero. Ages 70 and over carry the channel. Everything about this audience points one direction: older and wealthier.
Top states qualified audience
- Florida 800K
- New York 790K
- New Hampshire 49K
- Hawaii 31K
- Rhode Island 29K
- District of Columbia 16K
By index against population, New York (314), New Hampshire (249), Florida (226), Hawaii (201) and Rhode Island (188) lead.
Where to reach them search and content themes
The language people use when they look for coverage information, for contextual and PMP targeting.
- Medigap supplemental insurance plans
- Medicare Supplement Plan G vs Plan N
- Medigap open enrollment period
- does Medigap cover what Medicare doesn't
- best Medigap plan for seniors
- Medigap premium comparison by state
- guaranteed issue Medigap rights
Common questions
Evidence base primary sources for Medigap
- 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 Medigap: 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 Medigap 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.