Personal Injury Vertical — Intelligence Report

Linear + CTV:
The Real Math

ACR and set-top box (STB) viewership data, broadcast audience research, and live CTV campaign performance — combined to show where every PI advertising dollar actually goes, and where it should go instead.

01 — The eCPM Reality

Understanding the True Cost of Audience Delivery

Broadcast TV eCPMs look attractive at $4–9. With a median broadcast viewer age of 63, linear TV is a strong fit for older-skewing PI categories. For younger-skewing case types, the effective cost per relevant viewer tells a different story — and that is where CTV adds real value.

Broadcast Gross eCPM
$6.04
Average across 6 active PI advertisers via ACR + STB viewership data
Looks efficient. Tells you nothing about audience quality.
On-Target Demo eCPM — Auto PI
$46+
Adjusted for the ~13% of broadcast viewers who are 18–34
Auto injury peak demo is 25–34. Broadcast median is 63.
CTV Precision eCPM
$27.50
PurePlay standard PI rate — exact audience, behavioral targeting
For auto PI, CTV is 40–60% more efficient than on-target Linear.
The core insight: Linear TV is priced for total audience. PI attorneys need specific audience. For auto, workers comp, and motorcycle cases, the effective cost to reach a relevant viewer on broadcast is $37–$71. CTV delivers that same viewer for $27.50, with behavioral targeting layered on top.
eCPM Comparison by Advertiser
Gross broadcast eCPM vs. on-target auto demo eCPM vs. PurePlay CTV ($27.50 reference line)
Methodology: On-target demo eCPM calculated using broadcast audience age distribution (median viewer: 63). Auto/younger PI demos (18–34) represent approximately 13% of broadcast viewers. Formula: Effective eCPM = Gross eCPM / % In-Demo Viewers. Source: ACR + STB viewership data + broadcast audience research. CTV reference: PurePlay standard PI rate.
02 — PI Category Alignment

Matching Channel to Case Type

Not all PI categories are created equal. Broadcast TV is genuinely strong for older-skewing categories. CTV is the primary vehicle for younger-skewing injury types. The key is knowing the difference — and allocating accordingly.

PI Category Peak Injury / Target Demo Median Age Broadcast Alignment On-Target Linear eCPM CTV at $27.50 Channel Rec
Mesothelioma / Asbestos M 65–84 72 Strong ~$7–11 $27.50 Linear Primary
Talcum / Ovarian Cancer F 55–74 63 Strong ~$10–11 $27.50 Linear Primary
SSDI / Disability 60–FRA 56 Strong ~$10–14 $27.50 Linear + CTV
Slip & Fall (severe) 75–84 80 Moderate ~$7–11 $27.50 Linear Primary
Nursing Home Abuse Family decision-makers 40–60 83 (victim) Moderate ~$12–18 $27.50 Linear + CTV
Medical Malpractice 41–60 52 Moderate ~$20–28 $27.50 Linear + CTV
Motorcycle Accidents M 30–59 43–44 Moderate ~$22–40 $27.50 CTV Primary
Workers Comp M 25–34 30 Weak ~$30–55 $27.50 CTV Primary
Auto / Truck Accidents 16–34 (non-fatal peak) 30 Weak ~$37–71 $27.50 CTV Primary
Bottom line: Broadcast is genuinely efficient for 4 of 9 PI categories — mesothelioma, talcum, SSDI, and slip & fall. For the remaining five categories, including auto and workers comp which drive the majority of PI ad volume, CTV is the more efficient vehicle. The answer is never either/or. It is allocation by case type.
03 — CTV Proof of Performance

What the Performance Data Shows

Across active PI campaigns running on PurePlay's CTV platform, here is what is actually converting. Age 25–54 drives the bulk of legal actions. Behavioral segments — especially accident injury and occupation data — dramatically outperform generic demographic targeting.

5.6M
Impressions Delivered
Feb–Mar 2026 across 8 active PI campaigns
98.8%
Avg Video Completion Rate
Across all active campaign segments
Unique Conversions by Age Band
CTV campaign performance across 5 PI law firms — 55+ data less complete (fewer firms ran those segments)
Top Behavioral Segments
Unique conversions by audience segment — non-age targeting only
"Recent Accident Injury" (Skydeo) is the standout segment — generating 7,633 unique conversions across campaigns, more than all other behavioral segments combined. This audience layer simply does not exist in linear TV. You cannot buy "people who recently had an accident" on broadcast. You can on CTV. This is where PurePlay's data infrastructure creates a hard-to-replicate edge.
Audiences Linear Can't Buy
20 behavioral segments actively running across this portfolio. Every one impossible to execute on broadcast or cable.
Auto / Vehicle Buckets
  • Vehicle Owners
  • Daily Commuters
  • Highway Commuters
  • Motorcycle Enthusiasts
  • Car Owners (123Push)
  • Recent Accident Injury (Skydeo)
  • Auto Accident Health Data (Datastream)
Workers Comp / Injury Buckets
  • Construction / Mining Workers
  • Manufacturing Workers
  • Manual Labor Occupations
  • Injury Victims
  • Accident Survivors
  • Legal Service Seekers (ShareThis)
  • PI Law Intent (LBDigital)
Med Mal / SSD Buckets
  • Bariatric Surgery Patients
  • Healthcare Industry Skeptics
  • Medical Malpractice Victims
  • Disability & Accessibility Audiences
  • Medicare / Medicaid Interested
  • Gov Benefits Seekers
  • Caretakers / Pet Owners
04 — Channel Strategy Framework

A Strategic Allocation Framework by Case Type

The right media mix is determined by who you are trying to reach — not by which channel was used last year. Here is the framework.

Linear Primary

Older-Skewing PI

  • Mesothelioma / Asbestos
  • Slip & Fall (severe / hospitalized)
  • Talcum / Ovarian Cancer
  • Hair Relaxer / Uterine Cancer
  • SSDI / Disability (60+)
Broadcast median viewer (63) aligns directly with these target demographics. Linear carries the load here — CTV supplements for cord-cutters in the same age cohort and adds behavioral precision.
CTV Primary

Auto, Truck & Workers Comp

  • Auto / Truck Accidents (16–34 peak)
  • Motorcycle Accidents (30–59 M)
  • Workers Comp (25–34 M)
  • Wrongful Death — MV (38 median)
Broadcast on-target eCPM is $37–71 for these demos. CTV at $27.50 with behavioral overlays — car owners, construction workers, accident injury data — is 40–60% more efficient on a cost-per-target basis.
Linear + CTV

Mixed / Decision-Maker Reach

  • Nursing Home Abuse (families 40–60)
  • Medical Malpractice (41–60)
  • SSDI household reach
  • Lead Paint (parents 25–40)
Victims and decision-makers are different people. Linear reaches older households; CTV reaches the adult children making legal decisions. Full funnel coverage requires both channels working together.
Advanced Audience

Behavioral Targeting Layer

  • Skydeo: Recent Accident Injury (top performer)
  • Occupation: Construction / Mining Workers
  • Skydeo: Motorcycle Owners
  • ShareThis: PI Law Interest
  • Medicare Policy Holders
These segments exist only in programmatic CTV. They target people who match the converter profile — not just the right age. PurePlay's data partnerships make this layer available across all PI case types.
05 — The Full Platform

CTV Is the Core. Search + YouTube Close the Loop.

PurePlay's PI solution extends beyond inventory. We connect CTV audience data across the full digital funnel — so the same person who sees a CTV spot gets retargeted on YouTube and captured at the exact moment of search intent.

Connected TV

Precision PI audience targeting with behavioral data overlays. IP-based identity, no cookies. DSP integration for real-time segment optimization and conversion tracking.

YouTube

Reach the same PI-targeted audiences across Google's video inventory. CTV-derived audience seeds power YouTube retargeting — extending reach to the screens Linear cannot touch.

Search

Capture bottom-of-funnel intent when CTV awareness converts to action. "Personal injury attorney near me" captured precisely where the conversion decision happens.

The white-label opportunity: PurePlay stitches CTV awareness, YouTube engagement, and Search conversion into a single attributable platform — with a case study showing exactly how this drives PI client outcomes. This becomes a platform you can brand, sell to your PI clients directly, and create a new revenue layer on top of the media buy itself.
06 — Creative Execution

Each Spot Finds the Right Viewer

Every firm's creative is matched to a specific behavioral and demographic audience segment. This is not broad reach — it is precision by design. Here is exactly how it runs across the active portfolio.

8
Active Campaigns
20
Audience-Matched Buckets
98.8%
Avg Completion Rate
Auto / Vehicle
Workers Comp
Medical Malpractice
Serious Injury / PI
SSD / Disability
Simmons & FletcherHouston, TX
642,691 impressions
Accident Injury
Accident Victims, Age 18–54
643K
Peter T. NichollBaltimore, MD
1,424,475 impressions
Surgical Malpractice
Bariatric Patients, Age 35–55
481K
General Med Mal
Healthcare Skeptics, Age 25–54
476K
Birth Injury
Women 18–44, Mothers
468K
RSH LegalCedar Rapids, IA
1,467,739 impressions
Workers Comp
Construction / Mfg, Manual Labor, 25–54
408K
Med Mal & Specialized
Malpractice Victims, Caretakers, 25–54
399K
Vehicle Accidents
Commuters, Vehicle Owners, Parents, 18–54
345K
Serious Injury
Injury Victims, Grief Survivors, 25–54
316K
Pfeifer Morgan & StesiakSouth Bend, IN
639,051 impressions
General PI
Injury Victims, Accident Survivors, 18–54
218K
Truck / Motorcycle
Motorcycle Enthusiasts, Highway Commuters, 18–54
212K
Car Accidents
Daily Commuters, Vehicle Owners, 18–54
209K
Sigman JanssenGreen Bay, WI
533,520 impressions
Motor Vehicle
Commuters, Vehicle Owners, 25–54
216K
MVA + SSD
Combined: 25–62, Commuters + Disability
182K
Social Security Disability
Adults 50–62, Medicare, Gov Benefits
136K
Schmidt KramerHarrisburg, PA
390,813 impressions
Car Accidents
Vehicle Owners, Age 18–54
108K
General PI
Injury Victims, Legal Seekers, 18–54
99K
Workers Comp
Construction / Mfg, Manual Labor, 25–54
97K
Truck / Motorcycle
Motorcycle Enthusiasts, Highway Commuters, 18–54
87K
RSH LegalDavenport, IA
385,237 impressions
Medical Malpractice
Malpractice Victims, Healthcare Skeptics, 25–54
108K
Vehicle Accidents
Commuters, Vehicle Owners, Parents, 18–54
105K
Workers Comp
Construction / Mfg, Pet Owners, Caretakers, 25–54
87K
Serious Injury
Injury Victims, Grief Survivors, 25–54
85K
RSH LegalDes Moines, IA
142,530 impressions
Vehicle Accidents
Commuters, Vehicle Owners, Parents, 18–54
44K
Medical Malpractice
Malpractice Victims, Caretakers, 25–54
34K
Workers Comp
Construction / Mfg, Manual Labor, 25–54
34K
Serious Injury
Injury Victims, Grief Survivors, 25–54
31K
20 audience-matched creative buckets across 8 campaigns. A motorcycle enthusiast in South Bend sees motorcycle accident creative. A construction worker in Cedar Rapids sees workers' comp spots. A mother in Baltimore sees birth injury messaging. This level of creative-to-audience alignment is only possible on CTV.