San Francisco presents a paradox: America’s tech capital has one of the most traditional legal advertising markets. 64% broadcast TV. Only 12% streaming. The gap between viewer behavior and advertiser spend is enormous.
The Numbers
San Francisco Legal Advertising (Dec 2025)
$4.7M monthly legal ad spend Source: MediaMonitors
64% goes to traditional TV Source: MediaMonitors
12% goes to streaming Source: MediaMonitors
Channel Mix:
- Television: 64% (highest major market)
- Radio: 22%
- Streaming: 12%
- Cable: 2%
Top 10 Advertisers:
| Rank | Firm | Monthly Spend | Share | Radio % | TV % | Streaming % |
|---|---|---|---|---|---|---|
| 1 | Sweet James | $786,794 | 16.9% | 17% | 71% | 11% |
| 2 | Jacoby & Meyers | $639,960 | 13.7% | 0% | 62% | 38% |
| 3 | Law Brothers | $490,341 | 10.5% | 0% | 97% | 3% |
| 4 | Barnes Firm | $367,286 | 7.9% | 0% | 74% | 26% |
| 5 | Berg Injury Lawyers | $282,766 | 6.1% | 0% | 93% | 7% |
| 6 | Walkup Melodia Kelly | $212,708 | 4.6% | 0% | 55% | 39% |
| 7 | Venardi Zurada | $190,398 | 4.1% | 1% | 95% | 0% |
| 8 | Arash Law | $164,519 | 3.5% | 66% | 34% | 0% |
| 9 | Los Defensores | $147,422 | 3.2% | 69% | 31% | 0% |
| 10 | Scranton Law Firm | $121,031 | 2.6% | 0% | 100% | 0% |
The top 10 control 73% of the market. Jacoby & Meyers (38%) and Walkup Melodia (39%) lead streaming in an otherwise broadcast-heavy market.
The Broadcast Paradox
San Francisco residents are among the most digitally connected in America:
- Highest streaming adoption nationally
- Tech industry dominance. Netflix, Google, Apple all headquartered nearby.
- Cord-cutting leaders. Bay Area led the streaming revolution.
Yet legal advertisers in SF still put 64% of spend on broadcast TV. Only 12% goes to streaming.
Why the disconnect?
- Legal advertising follows proven patterns, not leading indicators
- Older advertising agencies default to broadcast
- Attribution challenges on streaming were perceived (now solved)
The Opportunity
This disconnect creates significant opportunity:
If you advertise on streaming in SF:
- Only 12% of legal ad spend competes with you
- Tech-forward audience expects digital experiences
- Jacoby & Meyers at 38% shows the path
The math:
- 46%+ of TV viewing is streaming nationally
- Only 12% of legal spend goes there
- You’re reaching 4x the audience relative to spend
Competitive Implications
Sweet James (leader):
- $787K monthly, 17% share
- Only 11% streaming, traditional strategy
- Vulnerable to CTV-forward competitors
Jacoby & Meyers:
- 38% streaming, highest among major advertisers
- Already competing differently
- Testing what works in tech-forward market
For challengers:
- SF’s broadcast concentration means streaming is wide open
- Tech-savvy audience responds to digital-first approaches
- Build CTV presence before others catch on