Trial lawyers and aggregators increasingly spend large sums of money on television, digital,
and print advertising to recruit new clients. In 2025, it is estimated that $4 billion was spent on
more than 30 million legal services ads across television, radio, print, digital, and outdoor ads,
soliciting legal claims across the United States — a spending increase of approximately 44%
compared to these types of local ads in 2024. Much of this advertising is conducted by
aggregators: businesses that recruit potential plaintiffs and then sell their information to law
firms.
This report specifically focuses on local legal services ads in Oregon and nearby ad markets
that reach Oregonians (Portland, OR; Eugene-Springfield, OR; Medford–Klamath Falls, OR;
Bend, OR; Yakima–Pasco–Richland–Kennewick, WA; Boise, ID; and, Spokane, WA). This
report includes Spot TV, Radio, Outdoor and Digital advertising data; it does not include
print or social media; data on quantity of outdoor ads was not available.
Between 2021 and 2025, legal services advertisers nearly doubled their media budgets in Oregon. Spending climbed from a roughly $4.4 million total spend in 2021 to more than $8.6 million in 2025. Even as total spending surged, Oregon’s legal ads became more selective: 2025 saw roughly 181,000 local legal services ads — approximately 15,000 fewer ads than in 2021, suggesting a meaningful increase in cost per ad and likely more premium inventory.
Spot TV consistently was the most popular medium for local legal services advertisers in Oregon over the five-year span, absorbing well over half of total spend every year. Spending on Spot TV more than doubled from 2024 to 2025 alone when it reached its highest level at roughly $5.46 million.
