Personal Injury Mastermind

313. The Complete Guide to TV Advertising for Law Firms: A Media Buyer's Inside Look at What Actually Works

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This comprehensive guide to legal TV ads breaks down exactly how top firms dominate their markets through broadcast television. From the science of media buying to performance tracking, Sarah reveals the strategies that turn TV campaigns into case-generating machines. As streaming reshapes how people watch, she shows why broadcast television remains essential for personal injury law firms and shares the tactics that maximize ROI.


Master legal marketing strategies that drive law firm growth. Get Chris' latest book, Personal Injury Lawyer Marketing: From Good to GOAT. 


In this episode of Personal Injury Mastermind, Rankings VP of Media Sarah Parisi delivers the definitive guide to TV advertising for law firms - covering everything from rate negotiation to creative strategy. If you've ever wondered about the real cost of TV advertising, how to measure performance, or what makes campaigns succeed, this is your masterclass in traditional media.


We discuss:

  • Why daytime direct response ads deliver the highest ROI for law firms
  • How to negotiate TV rates effectively (and what CPM should be your target)
  • Strategic scheduling: optimal frequency and time slots for maximum impact
  • The real cost of market entry in major DMAs
  • Performance tracking systems that prove TV campaign effectiveness
  • Creative strategies that build memorable brands
  • Managing exclusivity and competitive separation in crowded markets
  • When to avoid remnant inventory and why it can hurt your brand

    • Guest Details

    Sarah Parisi is the VP of Media at Rankings.io, bringing 15 years of media buying expertise to help law firms build lasting brands. Her experience spans traditional and digital media, with a focus on data-driven campaign optimization for maximum ROI.

    • Sarah Parisi: LinkedIn

    Chris Dreyer and Rankings Details

    Chris Dreyer is the CEO and founder of Rankings.io, the elite legal digital marketing agency. 

    • Rankings: Website, Instagram, Twitter
    • Chris Dreyer: Website, Instagram
    • Newsletters: The Dreyer Sheet 
    • Books: Personal Injury Lawyer Marketing: From Good to GOAT; Niching Up: The Narrower the Market, the Bigger the Prize
    • Work with Rankings: Connect

      • Time Stamps

      00:00 Intro 

      01:30 Why TV Still Dominates Legal Marketing

      08:00 Getting Better TV Rates: Insider Negotiation Tactics

      14:00 Protecting Your Ad Investment: Make Goods & Placement Strategy

      18:30 Competing Against Big Law Firms in Major Markets

      22:50 Creating TV Ads That Generate Cases

      33:30 Maximizing Super Bowl & Seasonal TV Opportunities

      38:47 Winning with the Right Commercial Length & Testing

      42:30 Measuring Real ROI: From TV Spots to Signed Cases

      48:44 Next Steps for Law Firm TV Success


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        Personal Injury MastermindBy Chris Dreyer, Rankings.io
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