Medicare TV Ad Analysis: Celebrity Endorsements

An Analysis of TV Ads From the Open Enrollment Period
KFF reviewed more than 1,267 unique TV ads and identified a variety of marketing tactics behind the ads, including a heavy reliance on celebrity endorsers, the liberal use of images of what appear to be official hotlines and government-issued Medicare cards, and suggestions that seniors who do not sign up for a plan could miss out on benefits that they are entitled to.