Morgan & Morgan spent $110.7 million on spot TV in 2024. More than five times the next largest spender. Their total marketing budget sits around $350 million annually.
You’re not going to outspend them. But you can outmaneuver them.
The Morgan Playbook
Morgan & Morgan dominates through volume. Across the markets we track, they’re the top spender in:
- Los Angeles ($1.27M/month, 12.4% share)
- Atlanta ($944K/month, 16.0% share)
- Tampa ($1.33M/month, 24.0% share)
- Las Vegas ($594K/month, 13.2% share)
- Washington DC ($576K/month, 13.5% share)
- Indianapolis ($646K/month, 18.6% share)
- St. Louis ($631K/month, 19.4% share)
- Savannah ($770K/month, 26.3% share)
- Birmingham ($436K/month, 21.5% share)
- Little Rock ($771K/month, 29.5% share)
- Jackson ($892K/month, 38.0% share)
In Jackson, MS, they control 38% of the market. In Tampa, 24%. This is broadcast dominance at scale.
Where Morgan Is Weak
Morgan’s strategy is broadcast-heavy. They buy massive TV volume and own the airwaves.
But broadcast has limits:
- Declining viewership. 46% of TV time is now streaming.
- No household targeting. Dayparts, not demographics.
- Cord-cutters are invisible. If they’re not watching broadcast, Morgan isn’t reaching them.
In markets where Morgan controls 25-38% of broadcast, the streaming audience is largely untouched.
The Counter-Strategy
You don’t beat Morgan on broadcast. You go where they aren’t.
CTV offers:
- The households Morgan is missing
- Targeting by demographics, behavior, geography
- Non-skippable, 100% completion
- Attribution Morgan can’t match on broadcast
In a market like Jackson (38% Morgan share, 18% CTV adoption), the streaming audience is wide open. Same in Little Rock (29.5% Morgan, 18% CTV) and Savannah (26.3% Morgan, 18% CTV).
The Lesson
Morgan & Morgan proves that legal advertising works at scale. $350M/year isn’t charity. It’s ROI-positive or they wouldn’t do it.
But their playbook is broadcast. If you can’t match their budget, match their reach differently. The streaming audience exists. The targeting is better. The attribution is clearer.
Go where they aren’t.
Related Reading
- Personal Injury Lawyer Marketing in 2026: Full market analysis
- CTV Advertising for Law Firms: Complete CTV guide
- CTV vs Broadcast TV for Law Firms: The targeting advantage
- How Much Does CTV Cost?: Budget planning
- View All Markets: Local market intelligence