TV Advertising for Lawyers- Still a Great Bet

Much has been said over the last year or so about the loss of the power of TV advertising for attorneys. The bubble surrounding that myth has been recently been burst.

/lawyermarketing101.com/Kevin Quinlan/ 09/24/2009

Kevin Quinlan, law firm TV advertising specialist advises about new web based research that clearly shows that TV is still a key tool for law firms and legal marketers across all demographic groups.

 

Much has been said over the last year or so about how the growth of web video and the web's increasing influence on marketing choices is indicative of the loss of the power of TV advertising for attorneys and other advertisers.

 

Many legal marketers look not just to trends in the adult population, but to trends in what teenagers are doing as a bellwether for things to come. The common belief is that teens are too involved in texting and social media to spend much time watching TV. Add to that the belief that teens are the biggest users of the Internet and it would seem to be a good reason to scale back on TV advertising for lawyers now, and even more so in the future. The bubble surrounding that myth has been recently been burst.

 

In a recent Nielsen report called How Teens Use Media, TV viewing by teens and other assumptions have been clarified and the data bodes well for TV media. The truth is that TV viewing by teens has risen by more than 6% over the past five years, exceeding the time spent browsing the Internet! Additionally, although teen web video consumption has grown both in number of teen viewers and time spent, it still lags behind the number of adults aged 18 to 44 that view online video.

 

While teens may be more web savvy than the average adult, and nearly 90% have access to the Internet at home, teens spent less time on the web than most other demographic groups. More adults typically spend their day with hi speed access at their places of work while students are in class, after school activities and other social outings.

 

Even though US TV ad spending as a whole dropped by more than 15% in the first half of 2009 compared to the same time frame in 2008, the legal services category was among the top 10 growth categories and increased 32.1%. It would seem that law firms around the country are raising the ante on TV advertising and feel that it is still a great bet. Even with the increase in web-based research and the power of web videos, TV can still be an effective medium on its own and a powerful tool when included in the mix with an aggressive search engine optimization (SEO) program. The top-of-mind awareness created by a solid and consistent TV campaign can help boost website conversions to an even higher level.

For more information on TV production for law firms, SEO, and legal media strategies, contact Kevin Quinlan.

 

Social Media Tags:  tv advertising, legal marketers, law firms, web based research, demographic groups,