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April 15, 2016

Study: Local Plaintiffs Firms Take to the Airwaves to Attack National Competitors

Last year, ILR released a studythat found lawyer spending on television advertising is growing faster than all others.

A report released this week by Kantar Media CMAG shows that plaintiffs’ attorneys aren’t just advertising to promote their services — they’re also attacking each other.

It appears that local law firms are pushing back on national firms who advertise on their state and local airwaves.  For example:

“The Prim Law Firm, based in West Virginia, is up with two commercials this year touching on both asbestos exposure and ‘national law firms trolling for mesothelioma cases here in West Virginia. To national firms, you’re just another number.’ Sokolove Law Offices, a national leader in legal advertising, begins one of their recent ads with stereotypical messaging meant to capture the viewer’s attention but then acknowledged, ‘Many of you tune out these commercials.’”

The study projects at 350% increase in spending on these types of ads from 2015 to 2016.

Geoffrey Feiger, a plaintiffs’ attorney based in Detroit, MI, is “leading the pack,” having aired 743 of these types of ads already this year. Perhaps ironically, one of Feiger’s ads goes:

“Every day, people are forced to settle for less than they need or deserve. Why? Because their lawyer doesn’t really try cases; they only advertise on TV and never go to court.”

In second place, having aired 377 of TV commercials attacking other law firm ads, the Florida firm of Searcy, Denny, Scarola, Barnhart & Shipley has an ad that reads:

“We get it. There are a lot of lawyer ads on TV. Seems all you hear are lawyers talking. So, this 30 seconds of silence is brought to you by Searcy, Denney, Scarola, Barnhart & Shipley…” 

These two plaintiffs’ firms have catapulted Detroit, MI and West Palm Beach, FL the first and second ranking in the country for these types of ads. 

Kantar Media CMAG projects that the “phenomenon of trial lawyers decrying trial lawyer advertising will continue to grow” in the coming years. 

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