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Toward an Even More Unwatchable Olympics

11:11 AM, Jan 8, 2014 • By GEOFFREY NORMAN
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If the human interest bits on how one of the athletes in the curling competition overcame a childhood trauma of one sort or another, the over-the-top heraldic music, and the supercharged commentary were not enough to get you to skip the Olympics – or at least watch it via DVR – then this ought to chase you away:

The Obama administration is planning an Olympic-size ad blitz to push health coverage during the winter games next month.

As Kyle Cheney and James Hohmann report on Politico:

HHS spokeswoman Joanne Peters said that officials are ramping up education and outreach efforts in the health exchanges “as part of a sustained, aggressive campaign for the duration of open enrollment. HHS is using a mix of grass-roots activities and stakeholder engagement to raise awareness, as well as targeted television, radio and digital advertising with an emphasis on reaching young and healthy audiences in particular.” Enrollment season runs through March.

All of which sounds pretty ambitious and, no doubt, expensive.  How expensive, you ask.  Well, don’t since HHS:

… declined to specify the size of the ad buy.

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