Walmart, NBCUniversal partner for live shoppable ads on linear TV
Walmart is expanding its shoppable advertising partnership with NBCUniversal to linear (traditional )TV, starting with NBC's Thanksgiving night football broadcast.
Viewers of the NBC broadcast of the Miami Dolphins-Green Bay Packers NFL pro football game on linear TV as well as the Peacock streaming network will be able to shop for exclusive holiday deals and other items directly from the Walmart e-commerce site via an on-screen QR code.
In addition, for the first time ever, viewers will be able to shop for Walmart products displayed in regular and streaming TV ads using a new NBCUniversal text-to-shop feature called “Shop the Pod,” sponsored by Walmart.
“Walmart customers love professional football – 86% of surveyed customers told us they watch the games,” said Rich Lehrfeld, GM and senior VP, Walmart Connect. “The new advertising opportunities we’re introducing, powered by Walmart’s scale and reach, will be a game-changer in helping to solve the linear equation by tying our in-store purchase data to linear audiences.”
The broadcast will also feature a two-minute segment from the discounter's new holiday "advertainment" campaign known as "Deals of Desire." This collaboration builds on a commerce partnership launched in November 2023 that allowed Bravo fans to shop directly from Walmart while watching Bravo’s "Below Deck Mediterranean" episodes the next day on Peacock.
[READ MORE: Walmart teams with Bravo ‘Below Deck’ series for shoppable TV episodes]
The Thanksgiving NFL broadcast will mark the first time that the Walmart Connect retail media network (launched in 2021 as a revamped version of the Walmart Media Group) will reach consumers via linear TV. Walmart and NBCUniversal plan to continue offering shoppable ads via linear TV programming beyond the Nov. 28 NFL broadcast.
"The power and reach of NBCUniversal’s sports portfolio is unmatched — bringing gameday action to life for fans and brands in a highly engaging and effective ecosystem," said Alison Levin, president, advertising & partnerships, NBCUniversal. "By teaming up with the powerhouse of Walmart and Walmart Connect, we’re differentiating the viewer experience with a first-of-its-kind shoppable activation, while also amplifying real, cross-platform accountability for marketers on one of our biggest stages. This is the next era of advertising – the most compelling content, an innovative viewer experience and real, cross-platform reach and attribution."
Based in Bentonville, Ark., Walmart operates more than 10,500 stores and clubs under in 19 countries and various e-commerce websites.
