Legal Services Vertical – Insights into the U.S. Local Ad Marketplace 2024


Updated April 2024, the vertical report, Legal Services 2024, examines how businesses in legal services will spend $8.4 billion in local advertising. Using BIA’s 2024 U.S. Ad Forecast, the report examines how advertising dollars are being allocated and spent across traditional and digital media and the estimated ad spend for 2022-2027. It also offers local selling strategies.

The report is part of a series designed to help local media organizations understand the media spending trends and behaviors of advertisers within key vertical industries, as well as how consumer media consumption behavior drives marketing spend allocation.

Published: April 2024

Number of Pages: 9

The report Legal Services 2024 examines local media spending trends for legal services businesses from 2020-2027.

BIA defines the Legal Services vertical as comprising offices of legal practitioners known as lawyers or attorneys (i.e., counselors-at-law) primarily engaged in the practice of law. Establishments in this industry may provide expertise in a range or in specific areas of law, such as criminal law, corporate law, family and estate law, patent law, real estate law, or tax law.

This vertical ad report offers the following analysis:

  • Detailed overview of legal services spending in all TV markets to examine growth and declines in traditional and digital media
  • Examination of legal services spending by 16 media
  • Identification of media growing share of legal services ad spend
  • Digital trends 2023-2027
  • Local strategies for Selling into the Legal Services vertical

Who should read this report?

  • Local sellers actively selling to legal services businesses.
  • Chief Revenue Officers setting goals and budgets for local sales
  • Media leaders seeking a strategic approach to legal services and attorne
  • Analysts, Investors

Figures and tables included in the report include: 

  • Total Legal Services Spending across Media Channels (2019 – 2027)
  • Top Media Channels by Spend and Growth in 2024
  • Distribution of Legal Services Spending by Media Channel (2023-2025)
  • Spending in Digital vs. Traditional Media (2023-2027)
  • Digital Spending by Ad Platform 2024