Walmart’s New TV Shows, ‘Join the Club,’ ‘Backyard Escapes’ Spur Vizio Users to Go Shop
Get the Culture newsletter
Daily culture — film, music, books, the trends and ideas worth your attention. Free.
- Walmart launched new TV programming distributed on Vizio — which it acquired in 2024 — featuring shoppable content from advertisers including ScottsMiracle-Gro, Procter & Gamble's Spruce and Zevo, Blackstone, Keter, Aiper, Pennington, Clorox Pool&Spa/BioLab, and Perdue
- "Backyard Escapes," hosted by Tan France around a patio-and-garden shopping event, drove a 50% increase in digital sales over the previous year, with nearly half of purchases coming from shoppers new to the category
- The branded content experience on Vizio reached nearly 30% of American households and achieved a 67% completion rate, per Walmart
- "Join the Club," hosted by actor Josh Gad, debuts August 3 and spotlights college-bound students preparing for campus life
- Programs are highlighted on Vizio's home screen and available via free streaming channels, with brands woven into the narrative flow rather than inserted as ad interruptions, per Vizio GM Courtney Naudo and Walmart Connect VP Khurrum Malik
- Walmart acquired Vizio specifically to help advertisers "meaningfully connect with customers at scale and boost product discovery," and additional shoppable programming is expected in coming months
Why it matters: Walmart is converting its Vizio acquisition into a media platform for third-party advertisers — not just its own goods — capturing ad revenue traditionally held by TV networks while turning TV viewing into a direct sales funnel, with early results showing 50% digital sales growth and 30% U.S. household reach.
Ask SkimNews
