>> urban areas seem to be going for Cochran, less urban to McDaniel <<
Not exactly. McD is strongest in the southern half of the state, which is his homeland, except for the Gulf Coast — the latter being still very grateful to Cochran for all the billions he got the state after Hurricane Katrina.
In the meantime, Cochran seems strongest from the Jackson metro area and northwards, except for DeSoto County — the latter being part of the Memphis TN metro area.
Desoto county, home of the white flight from Memphis TN