News Headlines Article

In ads, many insurers distance themselves from exchanges, ACA
Modern Healthcare

The Obama administration may not be getting the kind of boost it hoped for from private insurers advertising to promote enrollment through the new marketplaces created by the Patient Protection and Affordable Care Act.

Since July 1, insurers, state-run exchanges and the HHS have spent a total of about $306 million on local television advertising encouraging people to sign up. But just 18% of that—$55 million—was TV ads bought by insurance companies. According to research from Kantar Media’s Campaign Media Analysis Group that looked at the five highest-spending insurance advertisers, just one or two have spent any real money on TV ads referencing the existence of the ACA since the middle of the year.