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CTV vs Broadcast TV for Law Firms

CTV: 23% higher ROI, 94% completion, household targeting. Broadcast: declining 21% since 2021. Effective CPM: $168 CTV vs $312 broadcast. The math is clear.

Broadcast TV built the biggest PI law firm brands. CTV is where television is headed. Understanding when each makes sense, and how they work together, determines your television strategy.

The Fundamental Difference

Option A

Option B

This changes everything about planning, buying, and measuring television advertising.

Reach Comparison

Where Broadcast Wins

  • Live sports (Super Bowl, NFL, major events)
  • Local news (65+ demographics)
  • Appointment television (finales, tentpole programming)
  • Older demographics who haven’t cut the cord

Where CTV Wins

  • Cord-cutters (no cable/satellite at all)
  • Cord-nevers (younger households that never subscribed)
  • Streaming-primary households
  • Light TV viewers who watch mostly streaming

The Current Split

The numbers have shifted dramatically:

If you’re broadcast-only, you’re missing a large and growing segment of TV viewers.

Targeting Comparison

Broadcast Targeting

Limited to indirect methods:

  • Demographic approximation: “Adults 25-54” based on program ratings
  • Daypart selection: Morning, daytime, prime, late night
  • Program selection: Shows that index well for your audience
  • Geographic: DMA-level only

You’re reaching “people who watch this program” and hoping enough are potential clients.

CTV Targeting

Everything broadcast offers plus:

  • Behavioral signals: Auto loans, motorcycle ownership, medical visits
  • Intent indicators: Legal research, competitor website visits
  • First-party data: Your client lookalikes, website retargeting
  • Geographic precision: Zip code, radius, custom polygons
  • Household-level: Actual households, not statistical averages

The waste reduction is substantial. Broadcast might reach 5-10% potential clients. CTV with proper targeting reaches 20-30%+.

Cost Comparison

CPM (Cost Per Thousand Impressions)

TypeCPM Range
Local broadcast news$15-35
Local cable$10-25
Prime broadcast$40-60+
CTV premium$35-50
CTV FAST$20-35

Raw CPM looks competitive for broadcast. But CPM alone is misleading.

Effective CPM

Adjust for targeting efficiency:

ApproachCPMTarget %Effective CPM
Broadcast$258%$312
CTV targeted$4225%$168

The “expensive” channel is actually 46% cheaper for reaching potential clients. That’s not a rounding error. That’s a different business model.

Minimum Commitments

Broadcast:

  • $10-20K minimum flights typical
  • Bought weeks/months in advance
  • Difficult to cancel or change
  • Limited optimization window

CTV:

  • $10-15K/month minimums common
  • Real-time adjustment possible
  • Pause, scale, or shift quickly
  • Continuous optimization

Measurement Comparison

Broadcast Measurement

  • Ratings: Statistical estimates of viewership
  • GRPs: Reach × frequency estimates
  • Correlation analysis: Did calls increase during flight?

All estimation and correlation. You can’t connect “household X saw our ad” to “household X called our firm.”

CTV Measurement

  • Actual impressions: Counted, not estimated
  • Household matching: Connect exposure to website visits
  • Conversion tracking: Track forms, calls, chats
  • Multi-touch attribution: Understand channel interaction

CTV accounted for 38% of impressions but 63% of attributable conversions, demonstrating measurable influence that broadcast can’t match.

ROI Comparison

CTV campaigns deliver 23% higher ROI than traditional television.

This gap comes from:

  • Less waste through better targeting
  • Measurement enabling optimization
  • Attribution proving what works
  • Flexibility to adjust mid-flight

When to Use Each

Broadcast Makes Sense For:

  • Mass reach goals: You’re the dominant firm maintaining market presence
  • Older demographics: Cases skewing 65+ (nursing home, Medicare issues)
  • Event-based: Major local sports, high-profile local events
  • Established brands: You’re already a household name maintaining status

CTV Makes Sense For:

  • Growth mode: Building awareness where you’re not dominant
  • Targeting efficiency: Reaching qualified prospects matters more than raw reach
  • Attribution needs: You need to prove ROI to partners or investors
  • Budget efficiency: Maximizing impact per dollar
  • Competitive markets: Multiple firms advertising, differentiation matters

The Hybrid Approach

Many sophisticated advertisers run both:

  • Broadcast: 30-40% for mass reach, credibility, event presence
  • CTV: 60-70% for targeted reach, attribution, optimization

The mix depends on market dynamics, budget, and firm goals.

The Transition Reality

If you’re moving from broadcast to CTV:

What stays the same:

  • Creative production (same specs work)
  • Big-screen, living room impact
  • Television credibility

What changes:

  • Buying process (audiences, not programs)
  • Measurement (actual attribution)
  • Optimization (real-time, continuous)
  • Vendor relationships (different partners)

Most firms see clearer ROI data within 60-90 days of starting CTV. Clarity broadcast never provided.

Future Direction

The trend is unambiguous:

  • Streaming share grows every quarter
  • Cord-cutting accelerates
  • CTV technology improves
  • Broadcast audiences shrink and age
  • CTV ad spend projected to reach $46.89B by 2028, surpassing traditional TV

Broadcast won’t disappear overnight. But the strategic center of gravity has shifted to CTV. Building CTV expertise now creates advantages as the shift continues.

References

This article is part of our comprehensive guide:

View Full Guide: Ctv Vs Traditional Advertising →

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