These payers air the most Medicare Advantage ads

Humana and UnitedHealthcare account for nearly half of Medicare Advantage enrollment, but just 20 percent of television advertising for MA plans, according to a report from KFF published Sept. 20. 

More than 9,500 Medicare Advantage-related ads aired each day over the nine-week open enrollment period in 2022, according to KFF. 

Most ads were sponsored by health insurers, but about 20 percent were sponsored by brokers or other third-party entities, including marketing firms. Blue Cross Blue Shield plans accounted for around 1 in 4 MA TV advertisements in 2022, according to KFF. 

Here's how the largest payers stacked up on their share of the thousands of ads hitting airwaves in 2022: 

1. BCBS plans
   Ad share: 26 percent
   Share of MA enrollment: 14 percent 
   
   

2. Other insurers
   Ad share: 24 percent
   Share of MA enrollment: 16 percent 
   
   

3. Centene
   Ad share: 12 percent
   Share of MA enrollment: 4 percent
   
   

4. UnitedHealthcare
   Ad share: 11 percent
   Share of MA enrollment: 29 percent 
   
   

5. CVS Health
   Ad share: 10 percent
   Share of MA enrollment: 11 percent 
   
   

6. Cigna
   Ad share: 9 percent
   Share of MA enrollment: 2 percent  
   
   

7. Humana
   Ad share: 8 percent
   Share of MA enrollment: 18 percent 
   
   

8. Kaiser Permanente
   Ad share: 2 percent
   Share of MA enrollment: 6 percent