In an exciting development for sports fans and shoppers alike, NBCUniversal is set to launch innovative shoppable features during live sports broadcasts on NBC and Peacock. This initiative, coinciding with the bustling Black Friday shopping period, is part of an expanded partnership with Walmart, beginning on Thanksgiving Day.
Shoppable Sports: A First for NBCUniversal
For the first time, viewers will be able to engage with shoppable elements during live sports events. This move is designed to enhance the viewer experience just as many consumers start their holiday shopping. NBCUniversal will utilize Walmart Connect’s retail media data to implement closed-loop sales attribution, allowing advertisers to measure the effectiveness of their campaigns during live broadcasts.
A Packed Thanksgiving Lineup
Thanksgiving Day will feature a full schedule of programming on NBC, including the highly anticipated NFL matchup between the Miami Dolphins and the Green Bay Packers, following the Macy’s Thanksgiving Day Parade and the National Dog Show. This strategic timing aims to capture the attention of viewers who may be eager to shop for Black Friday deals.
Transforming Advertising with Walmart
Alison Levin, President of Advertising & Partnerships at NBCUniversal, emphasized the significance of this collaboration, stating, “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. This is the next era of advertising – compelling content, innovative viewer experiences, and real cross-platform reach.”
How It Works
During the broadcasts, Walmart will showcase exclusive Black Friday offers through QR codes, allowing viewers to easily access deals directly from their devices. Additionally, a new “text-to-shop” feature will be implemented within the “Shop the Pod” format, minimizing disruptions to the viewing experience. This capability will be available across both linear and streaming platforms, including Peacock.
Closed-Loop Measurement for Advertisers
Advertisers who partner with NBCUniversal will benefit from closed-loop measurement, enabling them to track sales generated from their ads during both linear and streaming broadcasts. This approach leverages first-party shopping and viewing data, marking a significant advancement in how traditional TV advertising can be integrated with retail performance metrics.
Walmart’s Insights on Viewership
Rich Lehrfeld, General Manager and SVP of Walmart Connect, noted that a significant portion of Walmart customers are avid football fans, stating, “86% of surveyed customers told us they watch the games.” This insight underscores the potential impact of the new advertising opportunities being introduced, which aim to link in-store purchases with linear TV viewing audiences.
Expanding Interactive Commerce Features
In addition to shoppable sports, NBCUniversal is also launching an interactive ad experience called Virtual Concessions. This feature will allow viewers to order food and beverages via QR codes during special programming, enhancing the home viewing experience. This initiative follows the successful introduction of Virtual Concessions during the 2024 Paris Olympics and will be featured in holiday programming, including the Christmas in Rockefeller Center.
Future Outlook
As NBCUniversal embraces these new interactive advertising strategies, it comes at a pivotal time for its parent company, Comcast, which has announced plans to spin off most of its cable networks. However, NBCU retains control of NBC and Peacock, focusing on innovative strategies to engage audiences in a rapidly evolving media landscape.