Walmart starts early for Back-to-School advertising

Who’s on Top? – July 16-22, 2018

The week of July 16 saw comparatively flat ad spend on national TV for the third week in a row. Total expenditures hit $901 million, with $123 million accounting for spend on new ad placements. The 2018 MLB All Star Game topped the list for ad revenue, with advertisers investing $45 million on spots during the game, including $9 million for new commercials.


Creative Spotlight

On the heels of Amazon Prime Day, Walmart is making an early play for Back-to-School (BTS) shoppers. The retailer spent 93% of its new ad budget for the week on BTS promotions showing working parents using the Walmart app to conveniently order school essentials and easily pick up same day. The ad, set to “Let’s Get it Started” from the Black Eyed Peas, tells students: Don’t just go back to school. Go back big!


Early BTS promotions are not a new strategy for the retail giant. In 2017, Walmart spent a quarter of its total BTS budget towards the start of the season, beginning heavy advertising before many retailers even began their campaigns.

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