Atlanta isn’t just a large legal advertising market. It’s the most CTV-forward we track. Nearly half of all legal ad spend goes to streaming. This is the future playing out in real time.
The Numbers
Channel Mix:
- Streaming: 48% (highest in nation)
- Television: 31%
- Radio: 19%
- Cable: 2%
Top 10 Advertisers:
| Rank | Firm | Monthly Spend | Share | Radio % | TV % | Streaming % |
|---|---|---|---|---|---|---|
| 1 | Morgan & Morgan | $2,237,884 | 17.4% | 13% | 46% | 37% |
| 2 | Montlick Injury Attorneys | $2,110,945 | 16.4% | 5% | 41% | 54% |
| 3 | Thompson Law | $1,400,970 | 10.9% | 0% | 31% | 69% |
| 4 | Gary Martin Hays & Associates | $1,398,467 | 10.9% | 9% | 40% | 51% |
| 5 | Kenneth S Nugent | $1,294,253 | 10.1% | 19% | 21% | 60% |
| 6 | John Foy & Associates | $953,393 | 7.4% | 19% | 14% | 62% |
| 7 | Dennis Law Firm | $650,620 | 5.1% | 4% | 21% | 75% |
| 8 | Dozier Law Firm | $413,538 | 3.2% | 0% | 19% | 81% |
| 9 | Julian Lewis Sanders | $323,798 | 2.5% | 100% | 0% | 0% |
| 10 | My 25% Lawyer | $220,398 | 1.7% | 100% | 0% | 0% |
The top 8 all invest in streaming (37-81%). Only the bottom 2 are radio-only holdouts.
Why Atlanta Leads
Several factors make Atlanta the streaming capital:
- Tech-forward demographics. Younger, more digital-native population.
- Competitive pressure. When one firm moves to streaming, others follow.
- Morgan vs Montlick battle. National brand vs local powerhouse driving innovation.
- Results visibility. CTV attribution proves ROI, justifying more investment.
The Leaders
Thompson Law (69% streaming): The most streaming-forward major advertiser in the market. At $1.4M monthly, they’re proving you can scale a CTV-dominant strategy.
Montlick (54% streaming): Atlanta’s homegrown PI brand has embraced streaming. Direct competition with Morgan & Morgan on their own terms.
Morgan & Morgan (37% streaming): Even the national leader is allocating 37% to streaming in Atlanta, more than their national average. The market demands it.
What This Means
Atlanta shows what happens when sophisticated advertisers compete:
- Streaming adoption accelerates. 48% allocation vs 12% national average.
- Traditional TV share drops. Only 31% broadcast vs 50%+ in most markets.
- Radio declines. 19% vs 32% in Houston.
For firms in other markets: Atlanta is the roadmap. What’s happening here will spread to other markets within 2-3 years. The firms building CTV capability now will have advantages when their markets shift.
For firms in Atlanta: The CTV arms race is on. Competing on traditional broadcast against Montlick and Morgan isn’t viable for smaller firms. But with 48% of spend on streaming, the audience is there, and household-level targeting can carve out niches the giants miss.