Walmart promotes disaster relief efforts

Who’s on Top? – October 9-15, 2017

Expenditures for new ads on national TV remained relatively flat last week, increasing only one percent to reach $110 million – 10 percent of total national ad spending for the week. Close to half of all new spend was distributed between NFL games ($28 million) and dramas ($25 million). The drama segment was mainly driven by Fear the Walking Dead, which was responsible for 61 percent of expenditures ($16 million) for the program type.

Creative Spotlight

In the aftermath of many recent natural disasters, companies have been demonstrating their corporate social responsibility. Walmart has been among the many businesses raising money to help with relief efforts of recent events, including Hurricanes Maria, Harvey and Irma. This week, the company spent $4.0 million on a new ad to promote the Walmart Puerto Rico Relief fund in response to Hurricane Maria.

With a subtext of inclusion, the spot reaffirms to Americans in Puerto Rico that even though we are separated by an ocean, we are united. As Ben E. King’s Stand by Me plays in the background, the ad encourages consumers to donate to the relief fund via Walmart’s website or app. The commercial is running in both English and Spanish and so far has aired nationally 107 times.

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Walmart spent the remaining small portion of its spend (16 percent) promoting online ordering with same-day pickup of Halloween costumes for the upcoming holiday. This commercial has appeared 41 times so far.

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