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‘Bring Lawyers, Guns And Money’: Legal Services Hit Airwaves.


Legal services advertisers will pour nearly $400 million into radio this year, or about $31 million more than in 2021, with both over the air and digital platforms seeing healthy increases. The latest Media Monitors spot count tally offers more evidence of the growing ad category using the airwaves to land new clients.


Morgan & Morgan’s multimedia national blitz includes 12,159 spots aired in the seven-day period to rank No. 40. The Sentinel Group ran 7,392 radio spots targeting Marines and their families who were exposed to toxic chemicals in the water at Camp Lejeune. Meanwhile, the Law Offices of Anidjar & Levin placed 6,672 spots while Cordell & Cordell ran 5,529.


Over the air is once again poised to capture the lion’s share of radio spending in legal services ad billings, with $298.3 million up 6.3% from $280.8 million in 2021, according to BIA’s U.S. Ad Forecast 2022, issued in June 2022. Research studies conducted by MARU/Matchbox show both personal injury and family law firm advertising drive significant brand equity when AM/FM radio is used.


Jewelry retailers typically amp their advertising over the radio airwaves when the season calls for gift giving, including Valentine’s Day, Mother’s Day and Christmas. But Halloween? Three top retailers in the Jewelry, Watches Sales & Repair category are shining for the week of Oct 24-30: Shane Co. at No. 52, with 10,361 spots; Diamonds Direct at No. 61 with 9,252 and International Diamond Center at No. 100 with 5,498.


With cold and flu season arriving, along with new COVID subvariants, there are four advertisers in the Prescription Medications category on the air: Myovan Sciences GmbH-Pfizer’s ORGOVYX at No. 35, Pfizer’s IBRANCE at No. 37, Pfizer’s PAXLOVID at No. 58 and AbbVie’s CREON at No. 57. That’s in addition to non-prescription Medicated Products & Remedies: Procter & Gamble’s Vicks at No. 8, P&G’s ZzzQuill at No. 41, and Reckitt Benckiser’s Mucinex at No. 96.


Heading into week eight of the NFL season and with the World Series championship underway, three sports books were looking to lure potential bettors to their apps in states where online gambling has been legalized. DraftKings is out front with 10,288 spots to rank No. 55, followed by FanDuel at No. 88 (6,170), and MGM Resorts’ BetMGM at No. 95 (5,580).


For the week of Oct 24-30, 2022 the top ten on the Media Monitors tally are Progressive at 1, Indeed at 2, iHeartRadio at 3, ZipRecruiter at 4, Lowe’s at 5, Centers For Disease Control at 6, Walgreens at 7, Vicks at 8, BioNTech-Pfizer at 9 and National Highway Traffic Safety Administration at 10.



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