It's believed 40 percent of the consumers must be younger to pencil out the cost of the older americans.

Washignton State's exchagne is seeing their numbers go up as the March 31st deadline to enroll gets closer.

Richard Onizuka runs the Washington exchange.

"The young folks, the young invincibles, we are increasing our marketing and outreach in campaigns in January and February.  The second half of the open enrollment period.  We are pleased to announce you just partnered for the final push with Live Nation, a concert promoter to get the young invincibles."

California is also stepping up its advertising to younger people through a "you tube" campaign that uses comedians, athletes and celebrities to get youth to sign up for health insurance.