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Before and After COVID – A Look at Legal Services Local Ad Spending

by | Mar 28, 2022 | BIA, BIA Podcast, Blog, Broadcast, COVID Pandemic, Local Advertising Forecast, Verticals

In the latest episode of BIA’s Leading Local Insights podcast, Before and After COVID – A Look at Legal Services Local Ad Spending, BIA’s Senior Research Analyst Suzanne Ackley examines the ad spend and media selections of businesses in the legal services vertical.

In the podcast, Suzanne carves out one important part of BIA’s newly released Legal Services Vertical Local Ad Report – the comparison between Legal Services’ pre-pandemic spending in 2019 and current spending in 2022, as well as discussing some top takeaways for 2022.

Legal Services advertisers have increased their overall spending from $6 billion in 2019 to a little over $8 billion in 2022. Over this period, Legal Services has increased their local ad spending in all media categories except for direct mail, print magazines, and print yellow pages.

Overall spending on digital media channels is another area that stands out in analyzing Legal Services spending. Spending on digital channels has increased from 33.7% of Legal Services’ total local ad spending in 2019 to 46.2% in 2022. Suzanne focuses in on which media channels are increasing at the greatest rate in her podcast.

One of the key takeaways Suzanne discusses is that over-the-air TV will continue to be a mainstream advertising channel for local legal services advertisers. Remember that digital advertising is increasing as well. A winning tactic for local sellers is to remind clients that they can continue to maintain their brand health and competitive reach through a combination of OTA TV with the digital opportunities they have available to them. Other key takeaways are available in the podcast and report.

For Suzanne’s full report on Legal Services’ local ad spend, listen to her podcast episode, Before and After COVID – A Look at Legal Services Local Ad Spending. 

If you are interested in more information on the Legal Services vertical and local sales strategies, we have a report for sale in our shop called Legal Services Vertical – Insights into the U.S. Local Ad Marketplace 2022.

BIA’s ADVantage clients can obtain market-specific Legal Services data in BIA’s ADVantage platform, as well as download the full Legal Services – Estimates for the 2022 U.S. Local Ad Marketplace report in their ADVantage dashboard.

Questions or want to see how BIA can help you? Email us at

About the Leading Local Insights Podcast

Get on-point analysis of the local media marketplace with BIA’s Leading Local Insights Podcast. Each of BIA’s podcasts share current insights on major topics including OTT, digital, broadcast, print, media ad platforms, advertising revenue estimates, financial valuations and more.

If you missed our latest podcast, Coming Soon to a Screen Near You – $700M in Local Advertising, or any of our other podcasts, listen here. BIA’s podcasts can also be found on Spotify, iTunes, Google, Amazon Music and more.

Have an idea on a topic you’d like us to cover in the podcast? Email us at