Dallas is Thomas J. Henry territory. No other major market has a single advertiser controlling 35% of spend. This creates both challenges and opportunities for competitors.
The Numbers
Channel Mix:
- Television: 55%
- Radio: 34%
- Streaming: 10%
- Cable: 1%
Top 10 Advertisers:
| Rank | Firm | Monthly Spend | Share | Radio % | TV % | Streaming % |
|---|---|---|---|---|---|---|
| 1 | Thomas J. Henry | $2,387,627 | 34.7% | 13% | 78% | 8% |
| 2 | Jim Adler & Associates | $865,538 | 12.6% | 19% | 78% | 2% |
| 3 | Ben Abbott & Associates | $627,378 | 9.1% | 0% | 99% | 1% |
| 4 | Thompson Law | $462,792 | 6.7% | 29% | 33% | 38% |
| 5 | Mullen & Mullen Law Firm | $343,983 | 5.0% | 100% | 0% | 0% |
| 6 | Frenkel & Frenkel | $254,862 | 3.7% | 60% | 28% | 12% |
| 7 | United Firm-La Liga Defensora | $194,596 | 2.8% | 41% | 59% | 0% |
| 8 | Witherite Law Group | $161,716 | 2.4% | 100% | 0% | 0% |
| 9 | Erika N Salter | $123,516 | 1.8% | 100% | 0% | 0% |
| 10 | Godsey Law Firm | $103,589 | 1.5% | 100% | 0% | 0% |
Thomas J. Henry alone spends more than the next 3 competitors combined. The bottom 4 are 100% radio, a Texas pattern.
The Henry Dominance
Thomas J. Henry’s position in Dallas is unprecedented:
- $2.39M monthly, 35% of total market
- Only 8% streaming, firmly traditional strategy
- Brand recognition, decades of broadcast dominance
He’s built an empire on traditional media. At 8% streaming, he’s betting that broadcast still works in Texas.
The Radio Factor
Dallas, like Houston, is a radio-heavy market:
- 34% of spend goes to radio, tied for highest among major markets
- Texas commute culture. Long drives, heavy radio listening.
- Hispanic radio strength. Significant Spanish-language market.
Radio in Texas isn’t dying. It’s still a primary channel for legal advertising.
The Streaming Exception
While most Dallas advertisers stay traditional, one stands out:
Thompson Law: 38% streaming
- $463K monthly, 6.7% share
- Leading the streaming shift in Dallas
- Competing differently than Henry
Thompson Law is testing whether streaming-forward works in a broadcast-dominated market.
Competitive Implications
The Henry problem:
- You’re not outspending $2.4M monthly
- Broadcast share of voice is essentially captured
- Radio is crowded too at 34% of spend
The opportunity:
- Only 10% market streaming, vast underutilization
- Thompson Law proving streaming works here
- Henry’s 92% traditional means 92% of his audience is on broadcast
- Streaming viewers are essentially uncontested
Strategy for challengers:
- Don’t fight Henry on TV
- Build CTV presence while he ignores it
- Target the 46% of viewers streaming nationally