Table 2.
Proportion of Marketing Appeals by Ad Language in Enrollment Television Ads Aired January 1 to December 31, 2018.
| Overall sample (n = 266,584) | English sample (n = 216,815) | Spanish sample (n = 49,769) | |
|---|---|---|---|
| Marketing appeal and policy references | n (%) | n (%) | n (%) |
| Product appeals | |||
| Explicit reference to insurance | 81,065 (30.4) | 72,541 (33.5) | 8,524 (17.1) |
| Brand/Loyalty | 50,336 (18.9) | 42,195 (19.5) | 8,141 (16.4) |
| Benefit appeals | |||
| Prescription drugs | 96,943 (36.4) | 76,946 (35.5) | 19,997 (40.2) |
| Nonmedical benefits | 70,432 (26.4) | 64,233 (29.6) | 6,199 (12.5) |
| Choice of doctor available | 68,815 (25.8) | 48,206 (22.2) | 20,609 (41.4) |
| Access to specialists | 44,513 (16.7) | 38,832 (17.9) | 5,681 (11.4) |
| Wellness programs | 27,487 (10.3) | 27,487 (12.7) | 0 (0.0) |
| ACA-policy-related references | |||
| Financial assistance/subsidies/tax credits available | 51,195 (19.2) | 40,503 (18.7) | 10,692 (21.5) |
| Mention of “Marketplace” | 27,730 (10.4) | 25,172 (11.6) | 2,558 (5.1) |
| Mention of “government” | 4,648 (1.7) | 4,553 (2.1) | 95 (0.2) |
| Mention of “ACA” or “Obamacare” | 3,236 (1.2) | 2,151 (1.0) | 1,085 (2.2) |
| Avoiding penalties | 886 (0.3) | 122 (0.1) | 764 (1.5) |
| Lower cost plans cheaper/better than ACA | 318 (0.1) | 318 (0.2) | 0 (0.0) |
Note. Statistical tests between English and Spanish samples were calculated using logistic regression with English-sample ads as the reference group controlling for ad length. All differences were statistically significant for non-zero cells at 0.001. ACA = Affordable Care Act.