Looking for better real-time
shopping connections to its streaming TV shows, NBCUniversal says a deal with Walmart will allow Bravo viewers to “shop the moment” on the Peacock streaming platform during the
show “Below Deck Mediterranean.”
NBCU says that on certain dates, customers can browse Walmart products that are used by crew members and guests, which could
include table settings, cookware and “yacht-life looks.”
The shoppable episodes will air on Peacock November
7, December 5 and December 12.
Using
their TV remotes, customers can scroll on an interactive screen and scan a QR code for checkout on Walmart.com.
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These episodes come from NBCUniversal's Must
ShopTV Ad unit and Walmart's seamless web checkout. Must ShopTV uses AI technology by KERV Interactive to identify objects within the scene of a show.
A year
ago, NBCUniversal and Walmart announced a livestream shopping partnership through a new shopping show “LivE! Deals for the Holiday Season” on E!
Online.
In May of this year, NBCU started up its “Must ShopTV” platform on Peacock. NBCU has had a “shoppable”/ecommerce effort around the linear
cable TV airings of its networks’ shows since 2020.
Peacock runs Must ShopTV ads within a show itself, allowing the viewers to choose to opt out of the shopping
experience.
This adds to the streamer’s ad efforts. Announced around the same time is Spotlight+, gives a brand the first impression across Peacock, Fandango and
NBCU’s partner sites. A brand also gets first position commercial across broadcast and cable, called "Prime Pod," a 60-second message that appears in the first or last ad break of a primetime
show.
This builds on the original Peacock Spotlight opportunity on Peacock, where an exclusive video ad enables brands to own the first impression or
premium view across all devices over a 24-hour span.