Houston is Texas’s largest legal advertising market and one of the most broadcast-heavy we track. Radio plays a bigger role here than almost anywhere else, and streaming remains underutilized.
The Numbers
Channel Mix:
- Television: 49%
- Radio: 32%
- Streaming: 18%
- Cable: 1%
Top 10 Advertisers:
| Rank | Firm | Monthly Spend | Share | Radio % | TV % | Streaming % |
|---|---|---|---|---|---|---|
| 1 | Jim Adler & Associates | $1,208,806 | 16.8% | 26% | 68% | 6% |
| 2 | Terry Bryant Accident & Injury Law | $848,638 | 11.8% | 9% | 63% | 28% |
| 3 | Allied Injury Group | $390,043 | 5.4% | 0% | 40% | 50% |
| 4 | Smith & Hassler | $384,149 | 5.4% | 0% | 74% | 26% |
| 5 | Asbestos Cancer-Victims Justice | $223,409 | 3.1% | 0% | 2% | 97% |
| 6 | Attorney Brian White | $201,959 | 2.8% | 25% | 46% | 28% |
| 7 | Domingo Garcia Law Office | $196,306 | 2.7% | 81% | 19% | 0% |
| 8 | Nava Law Group | $192,529 | 2.7% | 26% | 71% | 0% |
| 9 | Gomel & Associates | $188,033 | 2.6% | 100% | 0% | 0% |
| 10 | Justinian & Associates | $170,437 | 2.4% | 0% | 0% | 100% |
Jim Adler (“The Texas Hammer”) remains the dominant advertiser, but with only 6% going to streaming, his strategy is firmly traditional media. Note the extremes: Justinian is 100% streaming while Gomel is 100% radio.
Why Radio Matters Here
Houston’s 32% radio allocation is among the highest in any major market. Contributing factors:
- Commute culture. Houston’s sprawl means heavy drive-time audiences.
- Hispanic radio strength. Large Spanish-language radio market.
- Jim Adler’s legacy. Built the brand on radio and TV for decades.
Radio in Houston isn’t fading. It’s still a primary channel. But that means streaming TV is even more underutilized relative to where viewers actually are.
The Streaming Opportunity
At 18% streaming allocation, Houston lags both Atlanta (48%) and Los Angeles (33%). Yet Houston households stream at similar rates to other major metros.
Who’s leading streaming in Houston:
- Allied Injury Group: 50% streaming
- Terry Bryant: 28% streaming
- Jim Adler: Only 6% streaming
Firms like Allied are testing a streaming-forward approach while Adler and others stay traditional. The question: who builds household recognition on streaming before the market shifts?
Competitive Implications
For firms entering or expanding in Houston:
If you can’t outspend Adler:
- Don’t try to win on broadcast. $1.2M monthly is hard to match.
- Go where he isn’t. 94% of his budget is traditional media.
- Build CTV presence while competition is light
If you’re local and growing:
- Terry Bryant’s 28% streaming shows the hybrid approach works
- Radio still delivers in Houston, so don’t abandon it entirely
- Balance traditional awareness with streaming efficiency