Class action advertising recruits eligible class members for active or emerging classes — securities fraud, consumer protection (mislabeling, defective products), employment (wage-and-hour, discrimination), antitrust, and similar. The qualification mechanic is similar to mass tort but the case structure differs — class settlement structures distribute recovery proportionally across class members rather than per-individual case workup.
Highfloor's class action flights run as awareness layers alongside broadcast and digital. Bar TV reinforces firm recognition during the class qualification window. Daypart weighting distributes across primetime and weekend evening — broader than direct-response PI because the qualification decision isn't daypart-aligned.
Compliance considerations include accurate representation of class certification status, proper attribution of any recovery numbers cited, and bar association rules around contingency-fee representation.
Class action recovery distributes proportionally across the class. Firms compete on lead-counsel positioning and class-recruitment efficiency. Per-class-member spend is much lower than per-PI-case spend, but volume is much higher.
Broadcast TV + CTV + bar TV (awareness) + programmatic display (intent capture) + search (active-class-related searches) + direct mail where claims data supports it.
Distributed primetime and weekend evening — similar to mass tort, broader than direct-response PI.