Targeting of Enrollment Assistance Resources in Health Insurance Television Advertising: A Comparison of Spanish- Vs. English-Language Ads

Jessie Kemmick Pintor, Cinthya K. Alberto, Kimberly T. Arnold, Sachini Bandara, Laura M. Baum, Erika Franklin Fowler, Sarah E. Gollust, Jeff Niederdeppe, Colleen L. Barry

Research output: Contribution to journalArticlepeer-review

Abstract

Latinx adults, especially immigrants, face higher uninsurance and lower awareness of the Affordable Care Act’s (ACA) provisions and resources compared to other racial/ethnic groups. Television advertising of ACA health plans has directed many consumers to application assistance and enrollment, but little is known about how ads targeted Latinx consumers. We used Kantar Media/CMAG data from the Wesleyan Media Project to assess Spanish- vs. English-language ad targeting strategies and to assess which enrollment assistance resources (in person/telephone vs. online) were emphasized across three Open Enrollment Periods (OEP) (2013–14, 2014–15, 2015–16). We examined differences in advertisement sponsorship and volume of Spanish- versus English-language ads across the three OEPs. State-based Marketplaces sponsored 47% of Spanish-language airings; insurance companies sponsored 55% of English-language airings. The proportion of Spanish-language airings increased over time (8.8% in OEP1, 11.1% in OEP2, 12.0% in OEP3, p <.001). Spanish-language airings had 49% lower (95%CI: 0.50,0.53) and 2.20 times higher odds (95%CI: 2.17,2.24) of mentioning online and telephone/in-person enrollment assistance resources, respectively. While there was a significant decrease in mention of telephone/in-person assistance over time for English-language airings, these mentions increased significantly in Spanish-language airings. Future research should examine the impact of the drastic federal cuts to ACA outreach and marketing.

Original languageEnglish (US)
Pages (from-to)605-612
Number of pages8
JournalJournal of Health Communication
Volume25
Issue number8
DOIs
StatePublished - 2020

Bibliographical note

Publisher Copyright:
©, Copyright © Taylor & Francis Group, LLC.

PubMed: MeSH publication types

  • Journal Article
  • Research Support, Non-U.S. Gov't

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