The National Footprint
Morgan and Morgan is the most visible law firm brand in American advertising. Across the 30 designated market areas we track, Morgan and Morgan appears as a top-five advertiser in 22 of them. No other firm comes close to that geographic reach.
Their total monthly advertising spend across these markets exceeds $13 million. In some DMAs, they are the undisputed leader. In others, they are a meaningful presence competing with dominant local players. The data tells a more nuanced story than the ubiquitous billboard campaign suggests.
This article maps Morgan and Morgan’s advertising strategy market by market, using December 2025 spend data from each DMA.
Where They Dominate
Morgan and Morgan holds the largest market share in seven of the 22 markets where they rank in the top five. For the full picture of Morgan and Morgan’s advertising strategy, their share exceeds 25% in several of these.
| Market | Monthly Spend | Market Share | Market Size |
|---|---|---|---|
| Jackson, MS | $892K | 38.0% | $2.3M |
| Washington DC | $810K | 31.1% | $2.6M |
| Boston | $971K | 30.4% | $3.2M |
| Little Rock | $772K | 29.5% | $2.6M |
| Savannah | $770K | 26.3% | $2.9M |
| Tampa | $1.33M | 24.0% | $5.5M |
| Birmingham | $436K | 21.5% | $2.0M |
| Philadelphia | $986K | 21.4% | $4.6M |
The pattern is clear. Morgan and Morgan achieves its highest market shares in small to mid-size DMAs. Jackson (38%), Little Rock (29.5%), and Savannah (26.3%) are markets where a $770,000 to $892,000 monthly budget buys dominant share because total market spend is relatively low.
Their Boston presence at $971,000 monthly and 30.4% share is notable. Boston is a top-10 DMA where no other national firm has established significant presence. Jason Stone Injury Lawyers at $432,000 and Keches Law Group at $306,000 are the primary competition, both running 0% streaming.
Where They Compete
In larger and more competitive markets, Morgan and Morgan is present but not dominant.
| Market | Monthly Spend | Market Share | Top Competitor |
|---|---|---|---|
| Atlanta | $2.24M | 17.4% | Montlick ($2.1M, 16.4%) |
| Indianapolis | $646K | 18.6% | Ken Nunn ($418K, 12.0%) |
| St. Louis | $631K | 19.4% | Brown & Crouppen ($296K) |
| Hartford | $392K | 19.4% | Carter Mario ($142K) |
| Las Vegas | $594K | 13.2% | Richard Harris ($483K) |
| New York | $1.92M | 13.3% | Barnes Firm ($1.1M) |
| Chicago | $925K | 12.7% | Malman Law ($998K) |
| Houston | $974K | 13.5% | Jim Adler ($1.2M) |
| Los Angeles | $1.41M | 6.3% | Jacoby & Meyers ($4.4M) |
Atlanta is their largest single-market investment at $2.24 million monthly, but they hold only 17.4% share because the market itself is $12.9 million. Montlick Injury Attorneys trails by just $127,000 monthly. The full Morgan and Morgan advertising strategy analysis covers their 22-market playbook in detail. The Atlanta competition is real and expensive.
New York is the nation’s largest legal ad market at $14.5 million. Morgan and Morgan’s $1.9 million there buys 13.3% share. The Barnes Firm and Gorayeb and Associates provide steady competition. In Los Angeles at $22.5 million, Morgan’s $1.4 million captures just 6.3% against Jacoby and Meyers’ $4.4 million.
Houston presents an interesting case. Jim Adler outspends Morgan and Morgan in their own backyard at $1.2 million to $974,000. Thomas J. Henry adds another $834,000. Houston is one of the few markets where Morgan is the third-largest advertiser.
Where They Are Absent
Morgan and Morgan doesn’t appear in the top five in eight of our 210 tracked markets. Several of these absences are notable.
Dallas. Thomas J. Henry’s $2.4 million monthly and 34.7% market share makes Dallas a formidable entry point. Morgan does not rank in the top five here.
Kansas City. Four strong regional firms (Edelman and Thompson, DM Injury Law, DeVaughn James, Brown and Crouppen) control 48% combined. This is a rare Morgan-free market.
New Orleans. Louisiana heavyweights Morris Bart, Gordon McKernan, and Dudley DeBosier command 44% combined. Regional loyalty runs deep in Louisiana’s legal market.
Spokane, Greensboro, Columbus-Tupelo. Smaller markets where Morgan has either no presence or a minimal footprint. These are markets controlled by regional players.
The absences reveal a pattern. Morgan and Morgan avoids markets where entrenched regional brands have locked up broadcast inventory and local loyalty runs deep.
The Broadcast-Heavy Strategy
Across every market we track, Morgan and Morgan’s advertising strategy tilts heavily toward traditional media. Their channel allocation, while varying slightly by market, follows a consistent pattern.
In Boston, where they hold 30.4% share, the market’s overall CTV adoption is just 9%. In Washington DC at 31.1% share, overall CTV sits at 3%. In Little Rock at 29.5% share, CTV is 18%. Their strongest markets are their most traditional.
This isn’t coincidental. Morgan and Morgan built their national brand on broadcast television and radio. Their business model depends on high-volume case acquisition across many markets simultaneously. Broadcast delivers the reach required for that model.
AdImpact’s national data shows Morgan and Morgan recorded 12,000 broadcast airings between Q1 2023 and Q4 2025. Compare that to Farah and Farah (55,000), Morris Bart (47,000), Law Brothers (40,000), and Thomas J. Henry (31,000). Morgan’s broadcast airing count is relatively modest compared to regional powerhouses. Their advantage is breadth, not frequency. They are in 22 markets simultaneously rather than dominating five.
The Streaming Question
Morgan and Morgan’s CTV adoption appears to vary by market. In Atlanta, where 48% of the overall market goes to streaming, Morgan allocates 36.7% of their Atlanta budget to CTV advertising. That is the most streaming-forward allocation we see from them in any market.
In most other markets, their streaming allocation tracks closer to the market average or below. This suggests a reactive rather than proactive approach to CTV. They adopt streaming where the market forces adoption, rather than leading the shift.
Compare this to Thompson Law, which runs 68.7% streaming in Atlanta and 38.3% in Dallas. Thompson Law is intentionally CTV-forward regardless of market norms. Morgan and Morgan adjusts their channel mix to match local conditions.
For competitors, this creates a consistent opening. In every market where Morgan and Morgan dominates via broadcast, CTV inventory is underserved by the market leader. A firm spending $50,000 to $100,000 monthly on streaming in markets like Boston, Washington DC, Philadelphia, or Tampa where Morgan owns a quarter of the market faces minimal competition from the firm that otherwise controls 20 to 30% of total spend.
The $13 Million Question
Morgan and Morgan’s aggregate monthly spend across 22 markets exceeds $13 million. Annualized, that’s roughly $156 million in advertising across the DMAs we track. The actual figure is likely higher, as our published deep-dives cover 30 markets while Morgan operates in significantly more.
That scale creates advantages that smaller firms cannot replicate. National brand recognition, negotiating power with media buyers, and the ability to test strategies in one market and deploy them across 20 others simultaneously. Their “For the People” tagline has achieved the kind of ubiquity that most law firms never reach.
But scale also creates rigidity. Shifting a $156 million annual advertising operation from broadcast to streaming takes years, not months. Each market has existing agency relationships, negotiated broadcast rates, and established frequency targets. A firm spending $200,000 monthly in one market can pivot to CTV in a quarter. Morgan and Morgan can’t.
That asymmetry is the strategic reality underlying every market we track. Morgan and Morgan’s dominance is real, but it’s concentrated on a channel that’s losing share of viewing. The firms that build CTV presence in Morgan’s strongest markets aren’t competing against Morgan’s full budget. They’re competing for an audience that Morgan’s strategy wasn’t designed to reach.
References
- AdImpact. "Legal Advertising Trends Report, Q1 2026." 2026.
- ATRA. "Legal Services Advertising Report, 2020-2024." 2025.
- Nielsen. "Streaming Reaches Historic TV Milestone, Eclipses Combined Broadcast and Cable Viewing." 2025.
- eMarketer. "US TV and Connected TV Ad Spending Forecasts, H2 2025." 2025.
- IAB. "2025 Digital Video Ad Spend and Strategy Report." 2025.