You’re on During the Super Bowl! (Thanks to Local Lawyer Super Bowl Commercials)

You hear it costs $7 million for a Super Bowl commercial that airs just one time.

As an attorney overseeing your law firm advertising, you rule that out.

Timeout! Don’t change the channel yet. Your law firm can still advertise during the Super Bowl—and gain real ground reaching new clients—with a local Super Bowl commercial.

A local Super Bowl commercial costs thousands, not millions. It’s more expensive than a typical local TV ad, but it can play a powerful role in your law firm marketing for the year.

A huge portion of your home market will tune in. The commercials themselves are part of the draw. Getting in front of your community during this high-profile event is a unique opportunity to grow recognition of your firm.

Firmidable has been producing and managing law firm TV advertising all over the United States for over 30 years. In this blog post, we’ll share how we’ve seen local firms win big with Super Bowl lawyer commercials.

Let’s start by looking at a commercial Firmidable prepared for a Kentucky law firm in 2024…

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Why Do A Super Bowl Lawyer Commercial?

This is how a local Super Bowl commercial could be a distinct opportunity for your law firm:

  • The audience is large—Viewers include more than just fans of the teams in the game, more than just fans of local teams, and more, even, than just people who normally watch football.
  • The audience is invested—This is one of few remaining real-time TV events that is widely watched.
  • The commercials are a cultural landmark—Super Bowl commercials aren’t an interruption to the broadcast—they’re a central feature of it.
  • The impact spreads beyond TV—Studies find surges in online searches for companies that run Super Bowl commercials.
  • The reputational boost is unique—Advertising during the Super Bowl is a prestige play. You gain recognition not just among potential clients, but with the local professional community, which leads to referrals.

The Super Bowl for Lawyers: What Other Law Firms Experienced

For Super Bowl 2024, the Kentucky law firm (and Firmidable TV advertising client) Morgan, Collins, Yeast & Salyer decided to run the personal injury TV ad shown above in one of its main local markets.

The firm chose an ad that fits the occasion: Someone texts a friend about driving over for the big game when their distraction causes an accident. It serves as both a public safety message and introduction to the firm.

The personal injury lawyers turned the championship football game into an event for their law firm on multiple platforms—also running a contest on Facebook for a Super Bowl pizza giveaway and posting the TV spot on YouTube.

“On Super Bowl Sunday, everybody’s watching,” said Managing Partner Roy Collins. “And the commercials are as much a part of the experience as the game. That’s why we decided to air locally during the Super Bowl this year. For our firm, it’s an opportunity to introduce ourselves to a lot more people than any other time of the year.”

Reaching more people was in fact the result for other Firmidable law firm clients who did Super Bowl commercials.

Attorneys reported that their Super Bowl ads impressed people in their communities. In addition to the public’s response, they received compliments from colleagues, other professionals, even judges.

One year an attorney working with our law firm marketing agency ran an ad ONLY during the Super Bowl—no other TV advertising all year.

“He told us that virtually everyone saw the commercial; his clients, potential clients, other attorneys and judges remarked on it,” said Nathan Chapman, president of Firmidable. “It helped the firm compete with bigger firms with much higher advertising budgets.”

Nathan has found advertising during the Super Bowl to be particularly compelling for personal injury and workers’ compensation lawyers.

“It’s a chance to expose your law firm’s brand and message to a very big audience, including people you might not normally reach,” he said. “The Super Bowl is a cultural, American event. Nothing else is like it.”

Indeed, over 100 million people tune in overall.

For next year, if you want to connect with this one-of-a-kind audience in your part of the country, talk to Firmidable to make your game plan.

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How TV Media Buyers Help Law Firms Prosper

Firmidable has been a national expert in legal marketing for over 30 years. It brings law firms customized, data-driven marketing strategies and services, including online and traditional media for a wide range of legal practices. From Maine to Hawaii, it has transformed the lives of attorneys—and their clients.

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About the Author: Mark Waller

Mark Waller is the senior writer/editor at Firmidable. He has written book-length websites for law firms, enhanced content on dozens of law firm sites for search engine optimization, written and optimized law firm Paid Search ads and developed scripts for law firm TV ads—helping firms across America grow their caseloads. Before he started in legal marketing, Mark’s writing and communications career included working for a university president and as a local journalist. He was a member of the staff at The Times-Picayune newspaper in New Orleans that won the Pulitzer Prize for its coverage of Hurricane Katrina.

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