Wal-Mart takes its TV fight local
from Advertising Age
Once it became a true national retail presence in the late 1990s, Wal-Mart had a big advantage over regional competitors: It could buy national TV, and they couldn't. Now Wal-Mart is giving up some of that edge as it plows a growing portion of its TV budget into spot, rolling out price-comparison ads against local retailers in 60 markets this year, up from 50 last year. It's part of a plan that will see Wal-Mart produce an eye-popping 1,500 TV ads in 2013.
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