Lawyer Tv Advertising: Why Tv Is The King Of Advertising Media

By Author: Stam Bett
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Even as the Internet continues to gain mainstream popularity, TV remains the most powerful advertising media available. While lawyer TV advertising can seem like an expensive proposition, once you consider the reach and the variety of audiences such an investment can provide, the question changes from “how can my law firm afford to advertise on television?” to “how can my law firm afford not to?”

The power of TV advertising is almost impossible to exaggerate. Almost every single US household relies on television for news and entertainment, and over 81% of adults say that TV advertising influences their purchasing decisions more than any other advertising media. The bottom line is, if you want to make a huge number of people aware of your product or service, you advertise on TV. The same applies to legal services, and lawyer TV advertising is the most cost-effective way to reach any audience.

Of course, as we’ve said before, that power comes at a steep price. TV advertising is in high demand, and there’s stiff competition for the limited number of ad spots available. At this point, you’re probably ...
... thinking: “well, maybe I should advertise on radio or in the newspaper instead – they’re cheaper, so that makes them the better deal, right?” Wrong. Imagine someone offered you your choice of a big jar of peanuts for a dollar or a single peanut for fifty cents. “Cheap” isn’t the same thing as “cost-effective”: the single peanut might cost less than the jar, but considering that the jar would give you hundreds of peanuts for the price of two, the cheaper deal here is a pretty bad one. It’s the same with TV advertising vs. other media: newspapers have been marginalized by the growth of the Internet, and radio has largely been sidelined by (you guessed it) television. While radio and newspaper advertising are still far from dead, in terms of the number of impressions you’ll get, lawyer TV advertising will save you money in the long run over both of them.

But this still doesn’t help your situation, does it? You’re not one of the big players or heavy hitters in the legal profession – you don’t have the deep pockets necessary to actually take advantage of TV advertising. Or do you? As it turns out, there are many ways to save money on TV advertising in this day and age: even small firms can advertise on TV if they know where to look. One cost-saving approach is to take advantage of remnant airtime: when stations have airtime they’re having trouble selling, they mark it off at a steep discount rather than let it expire and go to waste. You can buy remnant airtime directly, but a better idea is to go through a media buyer – yes, cutting out the middleman is normally a good idea, but there are agencies who can give you better deals on remnant airtime than you’d get from the stations themselves. Airtime auctions with CPM (cost per thousand) pricing will give you the most control over your advertising expenditures.

TV advertising is the best way to get the most out of your advertising budget. And the best way to get the most out of TV advertising is to hire an advertising agency – especially one with its own media buyer, to make sure you always get the best deals on airtime. Advertising is an investment that can pay huge dividends for law firms of any size: if you partner with the right people, you’re sure to end up adding your name to the long list of lawyer TV advertising success stories.

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