Philadelphia Legal Advertising 2026
Philadelphia's $4.6M monthly legal ad market is 48% TV, 34% radio, only 12% streaming. Morgan & Morgan leads at 21%. Streaming wide open.
Philadelphia is a competitive legal advertising market with one notable feature: radio is massive. At 34%, it’s among the highest radio allocations of any major market. Streaming remains underutilized.
The Numbers
Channel Mix:
- Television: 48%
- Radio: 34%
- Streaming: 12%
- Cable: 6%
Top 10 Advertisers:
| Rank | Firm | Monthly Spend | Share | Radio % | TV % | Streaming % |
|---|---|---|---|---|---|---|
| 1 | Morgan & Morgan | $985,953 | 21.4% | 43% | 38% | 12% |
| 2 | Kline & Specter | $631,200 | 13.7% | 0% | 80% | 20% |
| 3 | Spear Greenfield | $627,741 | 13.6% | 16% | 48% | 32% |
| 4 | Lundy Law | $392,190 | 8.5% | 59% | 41% | 0% |
| 5 | TopDog Law | $384,706 | 8.4% | 100% | 0% | 0% |
| 6 | Gilman & Bedigian | $221,226 | 4.8% | 0% | 89% | 11% |
| 7 | Pond Lehocky Giordano | $154,526 | 3.4% | 5% | 65% | 1% |
| 8 | J Fine Law | $148,518 | 3.2% | 100% | 0% | 0% |
| 9 | Messa & Associates | $140,551 | 3.1% | 0% | 59% | 41% |
| 10 | Stern & Cohen | $114,070 | 2.5% | 0% | 85% | 9% |
The top 10 control 83% of the market. Morgan & Morgan is 43% radio, unusually high for them. Spear Greenfield leads streaming at 32%.
The Radio Factor
Philadelphia’s 34% radio allocation is notable:
- Higher than LA (22%), Chicago (19%), Atlanta (19%)
- Tied with Dallas and Houston for highest radio share
- Reflects commuter market and strong local radio presence
Implication: Radio works in Philly. But so much budget going to radio means less competition on streaming.
The Streaming Leaders
Spear Greenfield (32% streaming):
- $628K monthly, 13.6% share
- Highest streaming allocation among major advertisers
- Testing CTV-forward approach
Kline & Specter (20% streaming):
- $631K monthly, 13.7% share
- Balanced approach, traditional + streaming
Morgan & Morgan (12% streaming):
- $986K monthly, 21.4% share
- At market average, not leading the shift
Lundy Law (0% streaming):
- $392K monthly, 8.5% share
- Entirely traditional
The Opportunity
Philadelphia’s streaming gap creates opportunity:
The split:
- 12% of spend → streaming
- 46%+ of viewing → streaming nationally
- 4x audience underweight
Competitive positioning:
- Spear Greenfield proving streaming works
- Morgan & Morgan not aggressively pursuing CTV
- Local competitors mostly traditional
For Philadelphia Firms
If you’re established:
- Follow Spear Greenfield’s lead and shift toward streaming
- Radio still works but streaming is underutilized
- Build CTV presence before market shifts
If you’re entering:
- Don’t fight Morgan & Morgan on broadcast ($986K monthly)
- Streaming is where you can build presence affordably
- Target specific neighborhoods with CTV precision