NEW YORK – Walmart TV ads have come home, Advertising Age
reports. Whereas in the late 1990s, it flexed its ad muscle with national spots
that had its regional competitors trembling, today, it’s strategy has become
localized, with a growing portion of its TV ad budget allocated to
price-comparison ads targeting local retailers.
The local ads have launched in 60 markets this year, up from
50 last year, and will lead to 1,500 TV ads during 2013. That’s double the
number it ran in 2012, which were up 79% from the year prior.
The effort combines the real-time immediacy of social media
with TV, and it is serving as a hearty complement to its robust national ad
presence.
"We're still running a number of national ads and still
feel that's playing an important role," a Walmart representative said.
"But we also know grocery is a local business, and it's important to have
that local voice out there."
The focus of the local TV ads is comparing the cash-register
totals from consumers who shopped at a competitor versus what they would have
paid at Walmart. And according to Advertising Benchmark Index consumer panels,
the ads are resonating among consumers, registering an average 130 on the index
— or 30 points above average for industry ads.
The price comparisons have
sparked complaints to state attorneys general, though none that have prompted
any formal investigations, another Walmart spokesperson said.