Hunters, NPR listeners and ‘Real Housewives’ fans: Who Senate campaigns are really trying to reach

Republican and Democratic Senate campaigns are using Facebook and Instagram in sharply different ways, according to MS NOW's analysis of Meta's ad library covering nine of the tightest races. Roughly half the candidates in those contests have published their targeting lists, which reveal the audiences each campaign wants to reach.

Republicans across the country draw on a largely common roster of mass-appeal interests, including NASCAR, NHL, hunters, fishermen, Ford truck owners and Joe Rogan listeners. Representatives Ashley Hinson of Iowa and Michele Tafoya of Minnesota, along with Senator Susan Collins of Maine, use nearly identical lists. Senators Roger Marshall of Kansas and Dan Sullivan of Alaska change only small details. All five Republicans with public lists spend mainly on ads meant to persuade voters.

Democrats customize by state. Abdul El-Sayed in Michigan courts people interested in Middle Eastern food and Palestine, Annie Andrews in South Carolina seeks fans of southern "Real Housewives" shows, and Representative Chris Pappas of New Hampshire aims at Patagonia and Ben & Jerry's customers. Three of four Democrats with public lists mainly run fundraising ads. Strategist Mike Nellis said local targeting works well but costs more, which may explain why Republicans reuse lists.

Summarized by PolitiKool from MS NOW’s reporting. Read the full story at MS NOW →