This study by the American Tort Reform Association reveals that trial lawyer advertising is not an issue isolated in one community or in one state. Rather, trial lawyers across the United States identify jurisdictions friendly to their work and relentlessly pursue new clients in search of the next large payout from a trial or settlement.St. Louis ended up getting a particularly large bonanza in the third quarter, the study says, but not because lawyers increased their ad buys. Instead, it was simply a matter of ad rates going up.
... In the third quarter of 2018, from July through September, nearly three million advertisements for legal services and/or soliciting legal claims aired on local broadcast networks in the 210 local media markets across the United States at an estimated cost of $226 million. As in the second quarter, seven percent of the locally broadcast legal services ads during this three month period aired in seven media markets in four states across the United States. These markets — Los Angeles and San Francisco, California; Tampa-St. Petersburg and Miami-Ft. Lauderdale, Florida; St. Louis and Kansas City, Missouri; and New York, NY — also accounted for nearly 14% of all the local legal services television advertising spending during this time period.
Sponsors of local legal services ads in St. Louis increased their quarterly spending by over $350,000 from $870,000 in the second quarter to $1.2 million in the third. This represented a 41% increase. The number of ads aired remained relatively unchanged, however, at just under 14,000 for the quarter. The disparity may be attributed to higher advertising rates charged by local television stations in the third quarter due to greater competition for advertising time. This meant advertisers had to pay more for the same number of ads.
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