Boston Legal Advertising 2026
Boston's $3.2M monthly legal ad market is 30% Morgan & Morgan. Only 9% streaming, lowest among comparable markets. Traditional TV dominates at 57%.
Boston is Morgan & Morgan territory in the Northeast. At 30% market share, they’ve established the kind of dominance they struggle to achieve in more competitive markets. Local competitors remain firmly traditional.
The Numbers
Channel Mix:
- Television: 57%
- Radio: 27%
- Streaming: 9%
- Cable: 6%
Top 10 Advertisers:
| Rank | Firm | Monthly Spend | Share | Radio % | TV % | Streaming % |
|---|---|---|---|---|---|---|
| 1 | Morgan & Morgan | $970,679 | 30.4% | 24% | 44% | 19% |
| 2 | Jason Stone Injury Lawyers | $432,010 | 13.5% | 0% | 99% | 0% |
| 3 | Keches Law Group | $306,103 | 9.6% | 100% | 0% | 0% |
| 4 | Sweeney Merrigan | $283,520 | 8.9% | 0% | 82% | 14% |
| 5 | Jim Glaser Law | $223,706 | 7.0% | 0% | 79% | 21% |
| 6 | Michael Kelly Injury Lawyers | $151,592 | 4.7% | 14% | 86% | 0% |
| 7 | Rob Levine Law | $145,657 | 4.6% | 0% | 95% | 3% |
| 8 | TopDog Law | $118,090 | 3.7% | 100% | 0% | 0% |
| 9 | Barry Feinstein & Affiliates | $94,028 | 2.9% | 0% | 50% | 0% |
| 10 | Jeffrey Glassman Injury Lawyers | $64,206 | 2.0% | 2% | 98% | 0% |
The top 10 control 87% of the market. Only 3 firms invest any streaming: Morgan & Morgan (19%), Jim Glaser (21%), Sweeney Merrigan (14%).
The Streaming Void
Boston’s 9% streaming allocation is among the lowest of comparable markets:
Compare:
- Atlanta: 48% streaming
- Chicago: 20% streaming
- Philadelphia: 12% streaming
- Boston: 9% streaming
Local firms at 0% streaming:
- Jason Stone Injury Lawyers: 0%
- Keches Law Group: 0%
When the #2 and #3 advertisers spend zero on streaming, the channel is essentially uncontested for local reach.
The Morgan Advantage
Morgan & Morgan’s Boston strategy:
- $971K monthly, nearly 3x the #2 advertiser
- 19% streaming, ahead of market average
- 30% share, strongest Northeastern position
They’re using streaming more than local competitors but still underweight relative to Atlanta (37%).
Competitive Implications
For local Boston firms:
- Morgan & Morgan is hard to outspend on broadcast
- But they’re only at 19% streaming themselves
- The streaming audience is essentially uncontested
The opportunity:
- 91% of legal ad spend goes to traditional media
- 46%+ of viewing is streaming nationally
- Build CTV presence while Morgan focuses on broadcast dominance
For Morgan & Morgan challengers:
- Don’t fight them on TV at $971K monthly
- Go where they’re underweight: streaming
- Build household recognition on CTV first
The New England Factor
Boston serves as the regional hub for New England. Its influence extends beyond the immediate DMA:
- Connecticut viewers overlap
- Rhode Island market connection
- Southern New Hampshire reach
A CTV strategy in Boston can build regional presence across multiple states.