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Accepted (AM)Open Access (License Unspecified), Open
Journal article
Targeting of Enrollment Assistance Resources in Health Insurance Television Advertising: A Comparison of Spanish- vs. English-Language Ads
Journal of health communication, v 25(8), pp 605-612
02 Aug 2020
PMID: 33317426
Featured in Collection : UN Sustainable Development Goals @ Drexel
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.
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Details
- Title
- Targeting of Enrollment Assistance Resources in Health Insurance Television Advertising: A Comparison of Spanish- vs. English-Language Ads
- Creators
- Jessie Kemmick Pintor - Drexel UniversityCinthya K. Alberto - Drexel UniversityKimberly T. Arnold - University of PennsylvaniaSachini Bandara - BloombergLaura M. Baum - Wesleyan UniversityErika Franklin Fowler - Wesleyan UniversitySarah E. Gollust - University of MinnesotaJeff Niederdeppe - Cornell UniversityColleen L. Barry - Bloomberg
- Publication Details
- Journal of health communication, v 25(8), pp 605-612
- Publisher
- Taylor and Francis
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Health Management and Policy
- Web of Science ID
- WOS:000598569200001
- Scopus ID
- 2-s2.0-85097558724
- Other Identifier
- 991019168862704721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Communication
- Information Science & Library Science