Washington DC represents the extreme end of traditional legal advertising. 73% broadcast TV. 3% streaming. It’s the last major market where CTV is essentially untouched.
The Numbers
Washington DC Legal Advertising (Dec 2025)
$2.6M monthly legal ad spend Source: MediaMonitors
73% goes to traditional TV Source: MediaMonitors
3% goes to streaming Source: MediaMonitors
Channel Mix:
- Television: 73% (highest in nation)
- Radio: 22%
- Streaming: 3% (lowest in nation)
- Cable: 1%
Top 10 Advertisers:
| Rank | Firm | Monthly Spend | Share | Radio % | TV % | Streaming % |
|---|---|---|---|---|---|---|
| 1 | Morgan & Morgan | $810,030 | 31.1% | 11% | 84% | 5% |
| 2 | Marks & Harrison | $319,140 | 12.2% | 0% | 97% | 3% |
| 3 | Cochran Firm | $277,940 | 10.7% | 0% | 100% | 0% |
| 4 | Saiontz & Kirk | $224,599 | 8.6% | 0% | 95% | 1% |
| 5 | Mike Slocumb Law Firm | $165,779 | 6.4% | 0% | 100% | 0% |
| 6 | Price Benowitz | $145,412 | 5.6% | 69% | 31% | 0% |
| 7 | Greenberg & Bederman | $126,071 | 4.8% | 10% | 90% | 0% |
| 8 | Richard R Klein | $91,763 | 3.5% | 100% | 0% | 0% |
| 9 | TopDog Law | $82,642 | 3.2% | 99% | 0% | 1% |
| 10 | Azari Law | $81,848 | 3.1% | 100% | 0% | 0% |
The top 10 control 89% of the market, and collectively average only 1% streaming. DC is a broadcast/radio holdout.
The Last Holdout
DC stands alone in its broadcast dependence:
Compare streaming adoption:
- Atlanta: 48%
- Los Angeles: 33%
- Chicago: 20%
- Philadelphia: 12%
- Washington DC: 3%
DC is 10x behind the leader. Every other major market has shifted to at least 9-12% streaming.
Why DC Lags
Several factors explain DC’s traditional focus:
- Government/political market. Less consumer advertising culture.
- Older legal advertising habits. Established firms stick to what worked.
- Less competitive pressure. Nobody’s forcing the shift.
- Regional firms. Less national influence from streaming-forward brands.
The Opportunity
DC’s 3% streaming allocation creates unprecedented opportunity:
The math:
- 46%+ of TV viewing is streaming nationally
- Only 3% of legal ad spend goes there
- That’s a 15:1 audience-to-advertiser ratio gap
First-mover advantage:
- Any streaming investment stands out
- No competition for CTV household attention
- Build recognition before others wake up
Morgan & Morgan vulnerability:
- They control 31% of market
- But only 5% of their spend is streaming
- 95% of their budget competes for 54% of viewing
- A CTV-focused challenger can reach audiences they’re missing
Strategic Implications
For DC/DMV firms:
- The streaming opportunity window is wide open
- First serious CTV investment will capture uncontested attention
- Build household recognition now before national brands shift
For national brands:
- DC is underweight for streaming vs other markets
- Morgan & Morgan hasn’t leaned into CTV here
- Market is ripe for streaming-forward expansion