After the obvious "Who's going to control the Senate after this midterm election?" question, several more questions come up in most political conversations these days. One recurring inquiry focuses on the role of the Affordable Care Act, with many suggesting that it has faded as an issue in the eyes of voters. People who monitor advertising, however, argue with that.

"The ACA is back to being a top issue in these closing weeks, and it probably was never realistic to expect it to remain as dominant as Republicans made it last winter and spring, when they had the extra incentives of undermining enrollment and lousy headlines," says Kantar Media/CMAG chief Elizabeth Wilner, who is also a contributing editor for The Cook Political Report. Earlier this year, GOP strategists began advising their candidates and campaigns to diversify their message, saying that Republicans had milked the Obamacare cow to the point where there was no milk—that is, new support—to be gained. Strategists suggested that Republicans continue to talk about and advertise on the issue to a certain extent, to keep their base

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Charlie "Chuck" Cook