Media consumption has changed—and it’s not one-size-fits-all anymore. If your law firm wants to attract Boomers, Gen X, Millennials, and Gen Z, your advertising strategy has to meet each group where they are.
Here’s the breakdown:
Boomers (Age: 57–77): Still loyal to TV—local news, live sports, and daytime programming.
Preferred Media Channels:
- Broadcast & Cable TV: Boomers still spend more time than any other generation watching traditional TV. They tune into local news, live sports, daytime shows, and 60 Minutes-type content.
- Outdoor: They are directly influenced by billboards and other out of home tactics.
- Facebook: The most active generation on Facebook, they engage with law firm pages, community posts, and reviews.
- Phone Calls: Prefer direct human interaction—they trust firms who pick up the phone and offer personal service.
How to Reach Them:
- Advertise during local news, daytime programming and live events like sports.
- Use TV + phone call CTAs (“Call now for a free consultation”).
- Reinforce credibility through utilizing client testimonials in your commercials and gathering Google reviews online.
Gen X (Age: 43–56): Split between traditional TV and digital. They do their research and need a trustworthy brand.
Preferred Media Channels:
- Hybrid Viewers: Gen X splits their attention between linear TV and digital video, using smart TVs, streaming services and relying on-demand services.
- Google Search & Legal Directories: This is the “researcher” generation—they read reviews, compare law firms, and check credentials before hiring an attorney.
- Facebook & LinkedIn: They’re present but passive—target with educational content and case wins.
- Email & Phone Communication: Still values professionalism and detailed follow-ups.
How to Reach Them:
- Combine broadcast TV with OTT and retargeting campaigns.
- Focus on trust: use messaging that highlights experience, reputation, and results.
- Include clear information on legal fees and timelines.
Millennials (Age: 27–42): Mobile-first. Streaming video, social media, and on-demand content dominate.
Preferred Media Channels:
- Streaming Services: Hulu, YouTube TV, Roku, Netflix (ad-supported tiers), and Instagram.
- Mobile-First: They watch content on smartphones, often while multitasking.
- Social Media: Instagram, YouTube, and TikTok.
- Online Reviews & Influencer Endorsements: They value social proof and authenticity over traditional ads.
How to Reach Them:
- Serve legal ads on OTT/CTV with retargeting across mobile and social platforms.
- Use short-form video to answer legal FAQs or share testimonials.
- Focus messaging on convenience, responsiveness, and digital accessibility (text updates, e-signing, chat support).
Gen Z (Age: 11–26): They skip the cable box entirely. You’ll find them on TikTok, YouTube, and CTV.
Preferred Media Channels:
- Short-Form Video Dominance: TikTok, YouTube Shorts, Instagram Reels. They learn everything—from accident rights to lawyer recommendations—through video.
- CTV & Smart Devices: Think streaming content on TVs, phones, and tablets. User generated content is often preferred too.
- High Ad Awareness: They know when they’re being marketed to, so authenticity is crucial.
- DMs > Emails: If it’s not textable or skippable, they’re less likely to engage.
How to Reach Them:
- Leverage streaming TV + social-first legal content.
- Use influencers, client testimonials, and relatable scenarios.
- Make contacting your firm frictionless—chatbots, text, video consults.
If your law firm is using a one-channel approach, you’re missing the majority of your market.
From Billboards to Binge-Watchers—We Reach Them All.
Call us at 888-461-1016 or Click here to schedule a free consultation with our legal media experts.
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