Assessing the Content of Television Health Insurance Advertising during Three Open Enrollment Periods of the ACA

• Published in: Journal of health politics, policy and law Vol. 43; no. 6; pp. 961 - 989
• Main Authors: Barry, Colleen L., Bandara, Sachini, Arnold, Kimberly T., Pintor, Jessie K., Baum, Laura M., Niederdeppe, Jeff, Karaca-Mandic, Pinar, Fowler, Erika Franklin, Gollust, Sarah E.
• Format: Journal Article
• Language: English
• Published: United States Duke University Press 01.12.2018; Duke University Press, NC & IL
• Subjects: Adults; Advertisements; Advertising; Advertising - statistics & numerical data; Appeals; Availability; Campaigns; Children; Citizens; Consumers; Elder care; Enrollments; Fines & penalties; Fines and penalties; Geriatrics; Health care industry; Health insurance; Health Insurance Exchanges; Health services; Humans; Law; Laws; Marketing; Markets; Mass media; Medicine; Medicine and Health; Messages; Older people; Patient Protection & Affordable Care Act 2010-US; Patient Protection and Affordable Care Act; Penalties; People with disabilities; Political Science; Politics; Public Health and Health Policy; Public Policy; Taxation; Television; Television advertising; United States; Young adults; Youth; United States; politics; local news; media; advertising; public opinion; health insurance
• ISSN: 0361-6878; 1527-1927
• DOI: 10.1215/03616878-7104392

Television advertising has been a primary method for marketing new health plans available under the Affordable Care Act (ACA) to consumers. Data from Kantar Media's Campaign Media Analysis Group were used to analyze advertising content during three ACA open enrollment periods (fall 2013 to spring 2016). Few advertisement airings featured people who were elderly, disabled, or receiving care in a medical setting, and over time airings increasingly featured children, young adults, and people exercising. The most common informational messages focused on plan choice and availability of low-cost plans, but messages shifted over open enrollment cycles to emphasize avoidance of tax penalties and availability of financial assistance. Over the three open enrollment periods, there was a sharp decline in explicit mentions of the ACA or Obamacare in advertisements. Overall, television advertisements have increasingly targeted young, healthy consumers, and informational appeals have shifted toward a focus on financial factors in persuading individuals to enroll in marketplace plans. These advertising approaches make sense in the context of pressures to market plans to appeal to a sufficiently large, diverse group. Importantly, dramatic declines over time in explicit mention of the law mean that citizens may fail to understand the connection between the actions of government and the benefits they are receiving.