Wayfair allows direct shopping from HGTV shows

Boston – Wayfair is launching program integration on HGTV shows including "Brother vs. Brother" and "Flipping The Block." This integration is part of a broader partnership, which through program integration and daily sales events on Wayfair.com, lets consumers shop directly from HGTV shows.



Show integration launched in June with the season premiere of HGTV's competition series, "Brother vs. Brother," and will continue in July with the debut of "Flipping the Block" featuring integrated content from Joss & Main, Wayfair's members-only home goods brand. In its comprehensive brand integration, HGTV features Wayfair.com products in a pop-up shop and on a design truck as part of Brother vs. Brother's Design Town, where contestants shop for products.



Wayfair has seen its advertising response rate increase more than two-fold with the Brother vs. Brother integration as compared to other primetime airings and the show ranks within the top five performing programs for Wayfair in terms of driving traffic to the website.