Louisiana’s legal advertising empires don’t stop at the Atchafalaya Basin. DMA #83 runs $1.8 million monthly through the same firms that control New Orleans. Gordon McKernan leads Shreveport at $457K monthly (25.2%). Dudley DeBosier follows at $387K (21.4%). Together, nearly half of every legal ad dollar in the market.
Morris Bart takes third at $165K (9.1%), extending their statewide presence. Dimopoulos Injury at $52K (2.8%) and Morgan & Morgan at $46K (2.5%) barely register. This is Louisiana money versus Louisiana money. National firms haven’t cracked the code here.
Broadcast at 70%. Cable at 11%. CTV at 19%. McKernan and DeBosier built their brands on Louisiana broadcast over decades. They know this audience. They run the same playbook statewide. CTV at 19% represents roughly $342K across the DMA. A fraction of what either top firm spends on broadcast alone.
ATRA tracks $2.5 billion in legal advertising nationally. Shreveport’s Louisiana-dominated market creates a unique challenge for challengers. Competing on broadcast means bidding against firms that have bought the same inventory for 20 years. CTV is the channel neither giant has claimed.
Two firms. Half the market. All broadcast. The pattern repeats across Louisiana DMAs. And in each one, streaming sits uncontested.
