TABLE 2.
People depicted in health insurance advertisement airings, by Medicaid references in ads
| Overall sample (N = 306,976) | Non-Medicaid ads (253,095) | Explicit Medicaid (39,814)b | Explicit and implicit Medicaid (53,881)c | |
|---|---|---|---|---|
| Variable | ||||
| Non-White individual depicted as a patienta | 141,349 (71.0) | 117,413 (72.4) | 12,277 (51.7) | 23,936 (64.7) |
| Adult female | 169,485 (55.2) | 151,591 (59.9) | 14,225 (35.7) | 17,894 (33.2) |
| Adult male | 159,016 (51.8) | 140,754 (55.6) | 15,833 (39.8) | 18,262 (33.9) |
| Child/children | 78,145 (25.5) | 64,241 (25.4) | 8,168 (20.5) | 13,904 (25.8) |
| Two adults and a child | 35,666 (11.6) | 33,863 (13.4) | 1559 (3.9) | 1803 (3.4) |
| Adult female and child | 63,175 (20.6) | 43,552 (17.2) | 12,168 (30.6) | 19,623 (36.4) |
| Adult male and child | 29,028 (9.5) | 27,599 (10.9) | 1328 (3.3) | 1429 (2.7) |
| Two individuals perceived to be in a relationship | 54,656 (17.8) | 52,796 (20.9) | 1370 (3.4) | 1860 (3.5) |
| Two individuals perceived to be in a nonheterosexual relationshipa | 953 (1.7) | 48 (0.1) | 905 (66.1) | 905 (48.7) |
| Pregnant individual | 13,361 (4.4) | 10,047 (4.0) | 0 | 3314 (6.2) |
| Older adult | 66,138 (21.6) | 60,073 (23.7) | 3309 (8.3) | 6065 (11.3) |
| Injured or disabled individual | 5163 (1.7) | 5158 (2.0) | 0 | 5 (0.01) |
Note: Percentages do not add up to 100, because there is overlap of populations depicted in ads and not all ads include people.
a
These variables were asked only of relevant ads and reflect a smaller denominator (e.g., the LGBTQ couple variable was asked only of ads with a couple depicted.)
b
All p testing the difference between ads explicitly focusing on Medicaid plans compared with ads for non-Medicaid plans were statistically significant (p < 0.05).
c
All p testing the difference between ads explicitly or implicitly focusing on Medicaid plans compared with ads for non-Medicaid plans were statistically significant (p < 0.05).