Shakedown.

Via WaPo:

In all of 2012, health insurers spent $216 million advertising on local television stations. But that’s nothing compared to what they’re about to spend. According to trade association TVB, insurers will spend more than $500 million on local television ads in 2014. And that’s to say nothing of cable television ads and social media campaigns.

The Wall Street Journal reports that WellPoint has been holding off “on a planned campaign as problems with the website made it impossible for many consumers to sign up.” But now that HealthCare.Gov is more or less working the insurance giant plans to spend $100 million by the end of the year.