States and the federal government are holding back on ad campaigns for health insurance exchanges after technical problems plagued users for the first few weeks. Thirteen states, including New York, have launched television spots, while Oregon's campaign is about 30% broadcast TV and 15% each for radio, cable and out-of-home. Once the federal HealthCare.gov site is working better, Illinois will start TV and radio campaigns and restart print efforts, but will focus on digital advertising, said Kelly Sullivan, chief marketing and communications officer for the state's insurance exchange.

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