Why Post-Election is a Favorable Time for Attorneys to Advertise on TV

Thanks to a fiercely contested presidential race, this year’s election season has seen candidates spend big money on advertising. This is especially true on TV, where extensive political airtime has left fewer opportunities for other advertisers.

Yet this lack of availability is set to change soon.

According to a study by NPR and tracking firm Advertising Analytics, more than $1 billion has been spent on television ads by Donald Trump and Joe Biden alone. Around $882 million — nearly 90% — was spent in Arizona, Florida, Michigan, North Carolina, Pennsylvania and Wisconsin. Much of this money (roughly $600 million) came from the Biden campaign and its allies.

Of course, other candidates for elected positions have been purchasing TV advertising too. And while they (just like the presidential candidates) use other channels, such as social media and direct mail, TV advertising has remained a staple during this election cycle.

The good news for attorneys is that a surplus of TV opportunities will be available after the November 3 election. For a variety of reasons, this additional advertising inventory can provide benefits, especially if you’re seeking to get in front of new audiences in competitive markets.

Target Specific Audiences

As an attorney, the big benefit of TV advertising — one that’s capitalized on by politicians — is your ability to target specific types of viewers in large numbers. Furthermore, when you understand what type of content your potential clients watch, you can then match your ads with select programming and time slots.

Remember, too, television ads gather a captive audience. Viewers are more likely to engage because your commercial is the only item showing on their screens. This is a significant benefit over other mediums such as print ads or even social media because you don’t compete with other content for attention.

Trustworthiness

Another added advantage is the trust that comes with TV ads. Your audience intuitively recognizes that you and your firm invested time, energy and capital into your commercial. Because of this, you gain a level of credibility that’s unmatched by other advertising mediums. In some situations, being on TV can even cause you to be seen as a more legitimate option over competitors.

There’s also the benefit of auditory and visual stimulation. By targeting multiple senses, TV commercials can create a more realistic view of what it’s like to work with you and your law firm.

Lower Ad Costs

Keep in mind, increased inventory after the election is likely to create lower ad prices because rates vary depending on demand. So this is a good time to benefit from bargain pricing.

With our approach to TV advertising, though, you only pay for the leads you receive. There are never any other costs. So you don’t have to worry about varying rates.

This allows you to determine your budget ahead of time, while advertising on TV without long-term contracts or unnecessary expenses. So if you need leads for your legal practice at a fraction of the cost of traditional TV advertising, reach out today and we’ll walk you through what’s available in your market.