The closest race in legal advertising runs through eastern Washington. DMA #75, Spokane pushes $1 million monthly in legal ads, growing 20.3% year-over-year. Three firms compete within three percentage points of each other. The Advocates Injury at $143K (14.2%). Russell & Hill at $142K (14.1%). Craig Swapp & Associates at $117K (11.5%). A $26K spread across three firms. That’s a dead heat.
CTV captures 25%, the highest among small-market high-growth DMAs. Broadcast at 58%. Cable at 17%. Spokane’s Pacific Northwest location and Seattle-adjacent demographics push streaming adoption above what you’d expect for DMA #75.
No Morgan & Morgan presence. No national giant. Three regional firms built their brands on Pacific Northwest broadcast. One of them will break away. The question is how.
The 25% CTV allocation represents roughly $250K monthly. Spread across the market, no single firm dominates streaming. ATRA tracks $2.5 billion in legal advertising nationally. Spokane’s $1M is small in absolute terms but the 20.3% growth rate means it’s moving fast.
The firm that redirects $50K to $75K monthly into CTV breaks the three-way tie. At those budgets, they’d control 20% to 30% of the streaming inventory. While the other two fight over broadcast, the streaming leader builds a different kind of recognition.
Three firms. Twenty percent growth. Dead heat on broadcast. The tiebreaker is the channel none of them have claimed yet.
