• by Karlene Lukovitz  @KLmarketdaily, November 7, 2023

Walmart and NBCUniversal have partnered to enable viewers who watch some episodes of Bravo’s “Below Deck Mediterranean” on Peacock to make direct purchases of items featured on the show through Walmart online.

The capability will be limited to next-day viewing on Peacock of three Season 8 episodes: Nov. 7, Dec. 5 and Dec. 12.

During those episodes, viewers will be served ads that feature items shown on the show, such as cookware or table settings. They can purchase items by pressing arrows on the remote to browse a product carousel on the interactive screen, then scanning a QR code to check out on Walmart.com.

The capability is part of NBCU's Must ShopTV Ad Innovation, powered by AI tech from KERV Interactive that allows for identifying objects within TV content and serving up shoppable ads, which in this case interface with Walmart.com’s checkout platform.

Featured items are tied to Walmart’s inventory database to ensure that they are available for immediate purchase.

The partnership with NBCU to expand Walmart’s shoppable TV footprint reflects Walmart’s knowledge that some Bravo shows are among its customers’ “most-loved TV shows right now,” said Walmart U.S. CMO William White.

Must ShopTV also leverages NBCU commerce capabilities such as shoppable engagement ads powered by Brightline, shoppable pause ads, and on-platform experiences designed to drive viewers to make online purchases.