ST. PAUL — Minnesota’s health insurance exchange has started airing TV ads with testimonials from people who saved money buying coverage on MNsure.

A 30-second TV ad started airing statewide on Tuesday, with two more scheduled for the next few days along with several 60-second radio spots. It’s a more direct advertising approach for MNsure, after a series of humorous ads late last year that featured Minnesota folk icons Paul Bunyan and Babe the Blue Ox.

The ads are meant to encourage more Minnesota residents to buy coverage ahead of March 31, when MNsure’s open enrollment ends. After that, people without health insurance face tax penalties under the new federal health care law.

MNsure is spending $266,000 on the new TV ads, for a total of $933,000 spent on TV advertising between the Paul and Babe ads and the new ones. Lower-than-expected enrollment has raised budget concerns for the agency in 2015 and 2016.