Table 1.
Descriptive Characteristics of the Analytic Sample of Television Ads Aired January 1–December 31, 2018.
| Overall sample (n = 386,406) | English sample (n = 318,070) | Spanish sample (n = 68,336) | |
|---|---|---|---|
| Characteristics of ads | n (%) | n (%) | n (%) |
| Language spoken in ad | |||
| English | 318,070 (82.3) | ||
| Spanish | 68,336 (17.7) | ||
| Ad objective | |||
| Enrollment | 266,584 (69.0) | 216,815 (68.2) | 49,769 (72.8) |
| Branding | 106,122 (27.5) | 91,527 (28.8) | 14,595 (21.4) |
| Branding/public service announcement | 13,700 (3.6) | 9,728 (3.1) | 3,972 (5.8) |
| Sponsor type | |||
| Federal | 141 (0.0) | 86 (0.0) | 55 (0.1) |
| State | 67,742 (17.5) | 51,310 (16.1) | 16,432 (24.1) |
| Private | 318,523 (82.4) | 266,674 (83.8) | 51,849 (75.9) |
| Private ad sponsor (n = 318,523) | |||
| Insurance Company | 283,760 (89.1) | 244,126 (91.5) | 39,634 (76.4) |
| Insurance Company & Health System | 31,536 (9.9) | 20,768 (7.8) | 10,768 (20.8) |
| Insurance Broker | 3,227 (1.0) | 1,780 (0.7) | 1,447 (2.8) |
| Ad length | |||
| Less than 30 s | 30,039 (7.8) | 26,957 (8.5) | 3,082 (4.5) |
| 30 to 60 s | 336,943 (87.2) | 274,437 (86.3) | 62,596 (91.6) |
| 90 to 120 s | 19,424 (5.0) | 16,766 (5.3) | 2,658 (3.9) |
Note. Chi-square statistical tests between English and Spanish samples were conducted with English-sample ads as the reference group. All differences were statistically significant at 0.001.