Quick answer
Morgan & Morgan is a top-five advertiser in 23 of the 30 markets we track, with monthly spend ranging from $10,178 in Harrisonburg, VA to $2.24M in Atlanta. Atlanta is their single biggest local market. Their highest share of voice is 38% in Jackson, MS, where more than a third of every legal ad dollar is theirs.
Morgan & Morgan spends $2,237,884 a month on advertising in Atlanta alone, more than they spend in New York, and that one market is the tip of a footprint most firms never see. The national number gets quoted constantly: roughly $218M a year, about 8% of all legal advertising in the US. That figure is real, but it’s not actionable. If you run a firm, you don’t compete against $218M. You compete against whatever Morgan & Morgan spends in your DMA. So we pulled it apart, market by market.
The Firm-by-Firm Ledger
Across the 30 markets we track, Morgan & Morgan is a top-five advertiser in 23 of them. That’s where the real story lives, not in the national total but in the spread.
The range is the point. A 219-to-1 gap separates their biggest local market from their smallest. That’s not a firm carpet-bombing the country evenly. It’s a firm making sharp, uneven bets, and the markets where they go light are exactly the ones a local firm can take.
The Top Markets by Spend
Here’s where Morgan & Morgan puts the most money each month, ranked by local spend.
| Market | M&M Monthly Spend | Share of Voice | Market Rank |
|---|---|---|---|
| Atlanta, GA | $2,237,884 | 17.4% | #7 |
| New York, NY | $1,918,795 | 13.3% | #1 |
| Los Angeles, CA | $1,407,481 | 6.3% | #2 |
| Tampa, FL | $1,331,760 | 24.0% | #11 |
| Philadelphia, PA | $985,953 | 21.4% | #4 |
| Houston, TX | $973,619 | 13.5% | #6 |
| Boston, MA | $970,679 | 30.4% | #10 |
| Chicago, IL | $925,430 | 12.7% | #3 |
| Jackson, MS | $891,877 | 38.0% | #94 |
| Washington, DC | $810,030 | 31.1% | #8 |
Atlanta tops the list, not New York or LA. They spend $2.24M a month there and own 17.4% of the market. And look at Jackson, MS: a rank-94 market pulling nearly $892K a month from Morgan & Morgan, 38% of every legal ad dollar in town. They’re not spreading evenly. They’re planting flags.
Spend Is Not the Same as Dominance
The most useful number isn’t spend. It’s share of voice, the percentage of a market’s legal advertising that belongs to one firm. Morgan & Morgan’s spend and their dominance don’t line up the way you’d expect.
In Los Angeles they spend $1.4M a month and control just 6.3% of the market. The market is so big and so fragmented that even seven figures buys a thin slice. In Jackson, a fraction of that spend buys 38%. The lesson for a competing firm is direct: their dollars mean very different things in different places, and a big national number tells you nothing about whether you can win.
Where They’re Beatable
The same data that maps their strength maps their gaps. Two patterns repeat across the markets we track.
Thin-share markets. Morgan & Morgan holds just 4.3% of Charlotte and 4.6% of Baltimore. In a market where the leading national advertiser is a minor player, the door is wide open for a firm that concentrates locally.
Heavy spend on an aging channel. In Washington DC, Morgan & Morgan owns 31% of all spend, yet only 3% of that entire market’s dollars flow to connected TV. They’re winning a channel that’s losing audience. A firm that goes heavy on CTV reaches the households leaving broadcast behind, the ones a $810K-a-month broadcast budget can’t follow.
That second pattern is the real opening. Morgan & Morgan’s biggest local markets are the ones most over-indexed on broadcast, exactly where streaming sits most under-served.
What This Means for Your Firm
Stop benchmarking against $218M. It’s the wrong number. Benchmark against the line item for your DMA.
If Morgan & Morgan spends $2.2M a month in your market and owns 17% of it, you’re in a fight and you’d better pick your channel carefully. If they spend $105K and hold 4%, you can own that market with focus and a fraction of their budget. The national figure flattens a landscape that’s anything but flat.
The firms that beat Morgan & Morgan locally don’t outspend them. They find the markets and the channels where a nine-figure national budget can’t localize, and they plant their own flag there first.
Morgan & Morgan’s national total is the wrong benchmark. Your DMA line item is the only one that matters.
References
- Taqtics Market Intelligence. DMA-level legal advertising spend panel, December 2025.
- American Tort Reform Association. "Legal Services Advertising in the United States: 2020-2024." 2025.
- The Richmonder. "You Can't Avoid Morgan & Morgan's Multi-Million-Dollar Ad Blitz." 2025.