Media Negotiations

The Most Sophisticated Media Buys

We were built on being able to deliver not only compelling attorney commercials, but also a cost-effective implementation process.

The Right Media Plan for your Law Firm

Whitehardt has developed a formula that targets the right viewer and gets your message in front of more people-per-dollar.

From our experience in the business, we know what strategies will make your phone ring. We ensure that your commercials are shown when your potential clients are most likely to call. We know the proper reach and frequency needed to turn a commercial into a successful campaign.

Behind every good media buy are strong media negotiations. We will fight on your behalf to make sure that you are getting the most out of your investment.

Our Data Gives You a Competitive Edge

We subscribe to a state-of-the-art service that monitors local attorney TV commercial spots across the country. We know your competitors’ estimated budget, what shows they are advertising on, how frequently they are running, and the demographic they are targeting. By using this type of market research, Whitehardt can take advantage of the holes in your competitors’ strategies resulting in more market share for your law firm.

Want a Better Media Buy? Get A Better Media Buyer.


We Charge Less For Media Buys

We charge less than other marketing agencies*. The more you buy, the better deal you receive. Our thorough audit process will check to make sure every spot ran at the right time, at the right rate, and with the right traffic. Furthermore, we will run a quarterly post to make sure you received every impression you paid for.

*monthly minimums may apply

Market Exclusivity

You want your advertising agency to work for you. That is why Whitehardt offers market exclusivity for our clients. We want you to be the best in your area; this is why we won’t work with anyone else within your DMA who is going after the same types of cases.

Consulting & Recommendations

We make data-driven recommendations and utilize a tried-and-true formula to predict your return for every dollar you invest. We can recommend a media budget that will meet your law firm’s goals. We’ll tell you the minimum and maximum that you should be spending, and the sweet spot where you will get the ROI.

Buy The Right Shows

Buy The Right Shows

By definition, a direct response campaign is going to ask the viewer to pick up the phone and call you now. So let’s make sure we choose mostly shows that air between 9 a.m. and 5 p.m. on weekdays. These are the times the viewer expects your office to be open and you to answer your phone.

Since we know a less educated viewer is more likely to hire his attorney based on an advertisement, we focus on the shows they are watching: Jerry Springer being a great example. This is also the reason why we would pick The Price is Right over Jeopardy.

Frequency vs Reach

Frequency vs Reach

There is a Direct Response Theory that says, “You must get your message in front of the same viewer 6 to 10 times before you can push his button and motivate him to go to the phone and dial your number.”

This is why proper frequency is so important in attorney advertising. We are trying to get our message in front of the same viewer 6 to 10 times during the brief period his window of opportunity is open.

Frequency X Reach = Total Gross Rating Point (GRP)

The Less-Fished Pond Theory

The Less-Fished Pond Theory

The Less-Fished Pond Theory states that, all other things being equal, it’s better to have your ads on during less clutter than more clutter.

We subscribe to a service that monitors local attorney TV buys across the country. We know what shows your competitors are buying, with what frequency and what reach.

When you embrace this theory and use market research, you can take advantage of the weaknesses in your competitors’ strategies.

Added Value: Getting More For Your Money

Added Value: Getting More For Your Money

Stretch your advertising dollars to get the maximum return on investment through informed negotiations and detailed accounting.

Negotiating rock-bottom rates
Allowing preemptible spots with flexibility to make good within a reasonable time
Free bonus spots
Catching spot placement errors through auditing
Holding stations accountable for reaching the purchased viewership through posting

Beware Of Reps Bearing Gifts

Beware Of Reps Bearing Gifts

The most powerful tool you have in media negotiations is the ability to walk away. As soon as you accept an incentive from the rep, you lose that ability.

Sure, sometimes a gift is just a gift, but always be leery of what strings are attached.

Get A Free Evaluation Of Your Market

We have a proven formula that determines how much market share you should expect for your TV advertising investment. Fill out our form to request a free, customized evaluation on your market’s competition and find out just how many cases you should be getting for your money.

In Your Evaluation, You Will Find Out:

  • Who the major competitors are in your market and what’ll it take to dominate.
  • How much they’re spending, what ads they’re running, what shows they’re buying, EVERYTHING.
  • How many cases we believe you should be getting PER WEEK for your television advertising budget.
  • This field is for validation purposes and should be left unchanged.

* Market evaluations not available in all markets.


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Kevin WhiteFelix Eckhardt Kevin White 2002 Louisiana