Priorities USA Action spends $2M targeting young people with voter registration ads

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Younger voters, in particular, lean Democratic but tend to vote at lower levels in midterm cycles. | Gene J. Puskar, File

Priorities USA Action, a leading Democratic super PAC, is rolling out a $2 million digital ad buy focused on voter registration this fall — specifically targeting voters under 34.

The digital ads, details of which were first shared with POLITICO, will resemble content seen on TikTok and other social media platforms. The ads will run on Facebook, Instagram and Hulu through October, targeting younger voters who may have let their voter registration information lapse. They’ll air in Arizona, Pennsylvania, Wisconsin, Michigan and Nevada, a slate of states that feature both competitive congressional races and gubernatorial races.

The ad buy is part of the super PAC’s $30 million spending commitment ahead of the November midterms, investments that will go exclusively to digital ads. Priorities USA did the same in 2018, spending more than $50 million on digital ads, after Democrats were significantly outspent online during the 2016 presidential campaign.

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