Published December 20, 2015
The Obama administration is gearing up for the Olympics with a major ad buy to drive enrollment in ObamaCare.
A Department of Health and Human Services official confirmed to Fox News that the ads will target markets across the country with the highest rates of uninsured, with a specific focus on reaching healthy young adults.
A statement from HHS spokeswoman Joanne Peters said the administration is ramping up education and outreach efforts “as part of a sustained, aggressive campaign for the duration of open enrollment. HHS is using a mix of grassroots activities and stakeholders to raise awareness, as well as targeted television, radio, and digital advertising.”
The agency couldn’t confirm any dollar amounts or further specifics regarding the ad buy strategy for Feb. 7-23. But according to HHS, normal primetime and sports programming tends to take a ratings hit during the Olympics, so the plan is to shift some of the paid media budget to the Olympics in target markets.