Lawyer Spending on TV Ads Up 68% Since 2008

Lawyer spending on television advertising is growing faster than all others and online legal key word advertising is among the most expensive in America, according to a new report released today at the U.S. Chamber Institute for Legal Reform’s (ILR) 16th Annual Legal Reform Summit.

The report, Trial Lawyer Marketing: Broadcast, Search, and Social Strategies, found that in 2015 lawyers are projected to spend $892 million on television advertising alone, 68 percent more than they spent in 2008. Lawyer television ad spending grew six times faster than all other television ad spending during this period.

According to the report, “In terms of the projected $892 million spent on legal advertising in 2015, a handful of law firms are major players with television ad spending in excess of $10 million. Among these, Akin Mears tops the list of major advertisers in the category with over $25 million spent. Morgan & Morgan and Pulaski & Middleman are close behind with budgets of over $24 million. Other firms such as Sokolove and Goldwater spend in the range of $10-12 million per year.”

The report also found that 23 of the top 25 Google key words linking ads to user searches are for personal injury law firms. “San Antonio car wreck attorney” is the most expensive Google key words phrase at $670 per click.

“The plaintiffs’ bar orchestrates some of the most sophisticated and relentless marketing campaigns in our society,” said Lisa A. Rickard, president of ILR. “With top key words for lawsuits costing more than $600 per click, there is clearly huge money to be made in the lawsuit industry. But is this the kind of civil justice system we wish to have?”

The report found that the highest numbers of ads run by personal injury lawyers are in the Tampa and Orlando, Florida television markets. According to the report’s analysis of television advertising in the U.S., the most money projected to be spent by a single law firm this year is the $25 million paid by a plaintiffs’ law firm based in Houston, Texas. The largest single category for the lawyer television ads is pharmaceuticals, followed by medical devices and asbestos/mesothelioma.

The report further outlines how law firms are creating networks of informational or “fishing” websites that collect personal data, while using social media to publicize lawsuits to journalists, ally with activist groups, and sponsor seemingly anonymous accounts to market their lawsuits.

Source: U.S. Chamber Institute for Legal Reform