It may seem like a good idea. You can save the 15% advertising agency commission and you can save a lot more than that if you end up with an unscrupulous advertising agency that substantially marks up the media time and then charges a commission on top of that.

The truth is that buying your own TV media time is a huge mistake, unless your law firm is large enough for an in-house professional media buyer. Buying your own TV media time is equivalent to your client being his or her own lawyer. Not only does it require experience, knowledge and services you don’t have, but it is much more work than you think, requiring time you don’t have.