NEW YORK — In a move that the Comcast unit believes will “revolutionize live sports coverage,” NBCUniversal has teamed up with Walmart to launch a new shoppable experiences opportunity that brings unique measurement capabilities to the owner of the Peacock OTT platform, the NBC and Telemundo broadcast networks, and NBC Owned Stations.
Viewers of the Green Bay Packers’ Thanksgiving night home game against a rejuvenated Miami Dolphins squad will feature ways NBCU says “are making it easy for viewers to start holiday shopping from the comfort of home.”
This includes, for the first time, Walmart Connect.
NBCU President of Advertising & Partnerships Alison Levin comments, “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.”
What, exactly, will those tuned to the Thursday evening NFL game see and experience?
“Viewers can easily shop exclusive holiday deals and more directly on Walmart.com through an on-screen QR code,” NBCU says. What’s new that’s getting singled out by NBCUniversal is text-to-shop functionality via its Shop the Pod entity.
“Beyond holiday deals, fans will also have the opportunity to shop CPG needs and more from brands selling at Walmart,” NBCU explains. “These advertisers will be provided with closed-loop measurement to attribute sales across linear and streaming media displayed during programming, through Walmart Connect and NBCUniversal’s data collaboration.”
Walmart will also feature a two-minute segment from its new advertisement campaign, “Deals of Desire,” showcasing the retailers’ top holiday offerings.
Walmart First Party Data conducted in August 2022 found that 86% of respondents who are Walmart customers love professional football and watch the games. Rich Lehrfeld, General Manager and SVP of Walmart Connect, commented, “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 new initiative builds on a long-standing partnership between Walmart and NBCU, as Walmart served as the launch partner for NBCUniversal’s Must Shop TV.
— With reporting from RBR+TVBR in Dobbs Ferry, N.Y.
