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 its strategy is 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 Walmart ran in 2012, which were up 79% from the year prior.
The focus of the local TV ads is comparing 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 have prompted formal investigations, a Walmart spokesperson said. (NACS: www.nacsonline.com)