Law firms are spending nearly $900 million in television advertising every year. That’s a 68% increase since 2008–a growth rate that outpaces TV spending by all other industries.
Leading the pack are trial lawyers, who are spending huge sums for TV ad space. Legal TV advertising grew by over 68% in the past decade, doubling its share of the local spot in television advertising. Legal television ad spending, unlike other major television advertising categories, such as restaurants, automotive sales, and product retailers, has consistently increased in the last decade. Here are 5 legal marketing TV Ads trends:
Trial lawyers are buying early morning and daytime spots to target the “most vulnerable populations.”
The highest volume of TV advertisements from personal injury lawyers is in the Orlando and Tampa television markets.
Lawyers mostly advertise on local news programs and syndicated talk shows.
Attorneys are paying huge amounts of money for premium placement that comes with a right of first refusal for future ad space in that spot.
National law practices are advertising in many markets and some are even partnering with local law firms for regional trust, name recognition, and knowledge of the local legal environment.
Besides traditional TV advertising, attorneys are also major players in social media marketing and digital marketing. 20% of law firms say they have invested in content generation over the past two years, and 60% have hired an outside content generation or content management service.
Further, personal injury lawyers are infatuated with Google keywords. According to one report, 23 out of 25 Google keywords are for personal injury law firms.
Fewer law firms are relying on older advertising methods, such as search engine optimization (SEO) and pay-per-click ads.