BOISE -- Idaho's insurance exchange will begin paid marketing around Dec. 20, a delay of more than a month.
Still, don't expect to see Your Health Idaho television advertising over Christmas.
Consultants told the exchange's board Thursday holiday TV spots were too expensive, so this initial "bridge" marketing will concentrate instead on radio, Internet and newspapers.
The exchange's $3 million-plus ad campaign has been pushed back due to software problems since Oct. 1.
Exchange spokeswoman Jody Olson told board members that uninsured people remain largely unaware Idaho even has an exchange, so it's important to begin as soon as possible.
Marketing will be aimed at building awareness and encouraging people to enroll in coverage that's a key part of President Barack Obama's 2010 health care law -- or else face a fine.