NBCU and Walmart Launch New Ad Tech for Sports Broadcasts

Partnership Kicks Off This Thanksgiving Ahead of the Biggest Retail Weekend of the Year; Spans Linear and Streaming Ad Inventory

Marks 1st Time Walmart Connect Brings Power of Retail Media to Linear TV Through NBC’s Live Sports Programming

New York, NY – Nov. 26, 2024 – Today, NBCUniversal and Walmart, America’s No.1 omnichannel retailer₁, announced new shoppable experiences and measurement capabilities to revolutionize live sports coverage, kicking off Thanksgiving night. By bringing live shoppable elements across streaming and linear, on the eve of the biggest retail weekend of the year, NBCUniversal and Walmart are making it easy for viewers to start holiday shopping from the comfort of home. Additionally, for the first time, Walmart Connect – the retailer’s advertising offering – is bringing the power of retail media and its reach to 145 million₂ weekly omnichannel customers to linear TV.

“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. 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.”
– Alison Levin, President, Advertising & Partnerships, NBCUniversal

Viewers can easily shop exclusive holiday deals and more directly on Walmart.com through an on-screen QR code and, for the first time ever, NBCUniversal’s new text-to-shop functionality in its Shop the Pod, without missing a moment of content. Beyond holiday deals, fans will also have the opportunity to shop CPG needs and more from brands selling at Walmart. 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’ biggest holiday deals.

“Walmart customers love professional football – 86% of surveyed customers told us they watch the games₃. 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.”
– Rich Lehrfeld, General Manager and SVP, Walmart Connect

Together, NBCUniversal, Walmart and Walmart Connect are once again demonstrating the power of live programming and showcasing how TV can drive full funnel performance. This collaboration stems from a longstanding partnership between the three entities that already spans commerce innovation and attribution. Walmart served as the launch partner for NBCUniversal’s Must Shop TV. Meanwhile, Walmart Connect and NBCUniversal have rapidly collaborated with great success, together finding that NBCUniversal’s premium live sports programming garnered significant impact compared to standard CTV ads.

Sources:

₁Walmart First Party Data, August 2022
₂Walmart annual report papers, January 2024
₃Walmart First Party Data, August 2022

About NBCUniversal

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