Wal-Mart targets 'momtourage' in NBCU deal

NEW YORK Wal-Mart and NBC Universal's new Women@NBCU unit have inked an advertising deal that targets the "momtourage."

Wal-Mart will sponsor material on NBCU's iVillage Web site and on the "Today" show that is focused on a woman's "momtourage," defined by iVillage as "the people, organizations and businesses in her life that provide her with support, help her get things done and allow her to be the best mom she can be." The Web site, www.momtourage.com, offers "tips, advice and support for every mom--and her momtourage." The site also indicates Wal-Mart's sponsorship and features a link to Walmart.com.

The material on iVillage and "Today" will focus on things like child care, cooking and cleaning and segments on "Today" will be followed by commercials for Wal-Mart.

Women@NBCU, formed in May, offers advertisers access to potential female consumers across multiple NBCU brands including iVillage and cable networks such as Bravo and Oxygen. The deal with Wal-Mart covers the third and fourth quarters, in time for the back-to-school season and holiday merchandise.