Legal Services Advertising in the United States – 2020-2024

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Report of Legal Services Advertising in the U.S.

In 2024, it is estimated that more than $2.5 billion were spent on more than 26.9 million ads across all analyzed mediums for legal services or soliciting legal claims across the United States. By comparison, pizza restaurants spent $1.1 billion on 4.1 million ads across all analyzed mediums.

Overall, between 2020 and 2024, spending on all legal services advertisements increased approximately 39%, while the overall quantity of ads decreased by approximately 4%. This decrease is due in large part to the increased cost of digital advertising, which led to a more than 50% reduction in the quantity of digital ads for legal services, while spending on those ads increased 84%.

However, the quantity of television ads peaked in 2023 with more than 16.4 million TV ads for legal services, approximately a 44% increase when compared with 2017.

The quantity of radio ads peaked in 2024 with more than 6.8 million radio ads for legal services, an increase of more than 261% when compared with the 1.8 million radio ads in 2017. Spending on these ads increased 134% when compared with 2017.

Spending on out-of-home and outdoor ads, such as billboards, increased more than 260% when compared with 2017.

The data included are estimates based on best available data in early 2025.

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