TABLE 1.
Characteristics of advertisement airings, by Medicaid focus
| All ads (N = 306,976 | % of sample) | Non-Medicaid ads (N = 253,095 | 82.5% of sample) | Explicit mentions (N = 39,814 | 13.0% of sample) | Explicit and implicit: Medicaid mentions (N = 53,881 | 17.6% of sample) | |
|---|---|---|---|---|
| Language spoken | ||||
| English-Spoken Ads | 256,538 (83.6) | 208,843 (82.5) | 36,198 (90.9) | 47,695 (88.5) |
| Spanish-Spoken Ads | 50,438 (16.4) | 44,252 (17.5) | 3616 (9.1) | 6186 (11.5) |
| Sponsor type | ||||
| Federal sponsor | 141 (0.1) | 2 (0.0) | 139 (0.4) | 139 (0.3) |
| State sponsor | 67,435 (21.9) | 62,998 (24.9) | 3710 (9.3) | 4437 (8.2) |
| Private sponsor | 239,400 (78.0) | 190,095 (75.1) | 35,965 (90.3) | 49,305 (91.5) |
| Private sponsor type | ||||
| Insurance company | 204,676 (85.5) | 157,122 (82.7) | 34,366 (95.6) | 47,554 (96.5) |
| Insurance company and health system | 31,497 (13.2) | 31,119 (16.4) | 378 (1.0) | 378 (0.8) |
| Insurance broker/Insurance agency | 3227 (1.3) | 1854 (1.0) | 1221 (3.4) | 1373 (2.8) |
| Objective | ||||
| Enrollment | 189,695 (61.8) | 146,284 (57.8) | 34,685 (87.1) | 43,411 (80.6) |
| Branding | 103,581 (33.7) | 93,111 (36.8) | 5129 (12.9) | 10,470 (19.4) |
| Branding/Public service announcement | 13,700 (4.5) | 13,700 (5.4) | 0 (0.0) | 0 (0.0) |
| Ad length | ||||
| <30 s | 29,429 (9.6) | 24,198 (9.6) | 3613 (9.1) | 5231 (9.7) |
| 30–60 s | 277,489 (90.4) | 228,839 (90.4) | 36,201 (90.9) | 48,650 (90.3) |
| 90–120 s | 58 (0.02) | 58 (0.02) | 0 (0.0) | 0 (0.0) |