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Attorney Television Commercials: Can Your Practice Benefit From Them?

Research shows that 75% of attorneys take advantage of advertising to promote their firms – but what kinds of attorneys comprise this figure? From a layman’s perspective, it’s easy to assume that attorney television commercials can benefit any practice, but the reality is different: if you pay close attention, you’ll notice that only certain kinds of law firm actually advertise on television. The reason why attorney television commercials represent such a relatively narrow field is simple: the vast majority of legal specializations simply aren’t needed by the general public.

It’s not such a surprising concept if you think about it. There are many products and services which you never see commercials for on television, simply because the general public has no direct need for them. The same applies to many legal specializations: a firm that specializes in corporate tax law, for example, would be hard pressed to recoup their investment in TV advertising. Only certain legal specializations can really benefit from attorney television commercials – but those that do can benefit immensely.

Personal injury attorney commercials are among the most common examples of legal advertising on television because personal injury cases make up the lion’s share of legal issues experienced by the general public: accidents, work-related injuries, medical malpractice, defective products, and so on. These things can happen to anyone at any time, and so attorney television commercials are an excellent fit for personal injury law firms.

Bankruptcy lawyer commercials also receive a lot of attention, especially among the middle- and lower-class. Statistics show that there were over 1.2 million bankruptcy filings in 2012, most of which were non-business. It’s safe to say that bankruptcy is rampant in the US, and there are many people in desperate need of legal assistance. Bankruptcy lawyers can therefore benefit greatly from advertising their services on television. 

Family and divorce law can also benefit from television advertising as the majority of viewers are either families or married couples: with as many as 50% of marriages in the US ending in divorce, there are plenty of opportunities for divorce lawyers to capitalize on. Immigration law is also in high demand due to the number of immigration issues in the US. In addition, social security disability insurance and mass torts have also been proven to benefit from attorney television commercials. 

If you’re not sure whether TV advertising will work for your practice, just ask yourself: will members of the general public ever need your services? If the answer is yes, then the odds are good that TV advertising will help your law firm immensely.
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