BIA/Kelsey estimates that the health care advertising category will grow at a 1.8% compound annual rate to $11.56 billion in 2021.
The television industry is anticipating an advertising bonanza related to the rollout of the federal health overhaul, with as much as $1 billion expected to be spent on ads by insurers alone, according a story in today’s Wall Street Journal. States are already running commercials to promote the online exchanges they are launching on Oct. 1 to allow people to buy coverage mandated by the Affordable Care Act. Insurance companies will also try to woo new customers shopping on those exchanges. TVB expects that about $700 million of the insurers’ ad spending will go to stations. WSJ subscribers can read the story here.
Portland, Ore.: Insurance Driving TV Spend
Pricing and spending on Portland television were running even to last year in what’s been a healthy market. Now, a big push is coming in the second half of the year as the Affordable Care Act rolls out. Also hot: auto, telecom and retail, driven by back-to-school dollars.
Kaiser Permanente is launching a multimillion-dollar campaign that focuses its messaging around health care delivery and choice. The effort, from Lowe Campbell Ewald, includes TV, radio, digital display, print and out-of-home.
Looking to address what will be a key group for the new health care laws starting up next year, Univision Communications will be starting an advertising/marketing campaign with two health care companies to target Hispanic-Americans. The companies, WellPoint and HolaDoctor, will join with Univision in mounting a marketing/awareness campaign — sponsored television and radio segments, weekly e-newsletters and an online area, to offer information about the new healthcare laws, including how to select a health plan.
