Wal-Mart Stores,Inc. (NYSE: WMT) will launch a series of new television ads, coinciding with Democratic and Republican National Conventions, as part of a larger advertising campaign to respond to its customers’ economic needs. Recent studies have shown that the economy is the number one issue for Americans,and the ads demonstrate the company’s advocacy for consumers by keeping prices low.
Research clearly shows that in today’s economic climate Americans are shopping more than ever at Walmart. More than half of all Americans -including three quarters of African-Americans and about two thirds of Hispanics — surveyed by Voter/Consumer Research of Washington, D.C., say they are more likely to shop at Walmart now compared to six months ago. In addition, nearly half of registered voters who are currently undecided between presidential candidates Sen. Barack Obama and Sen. John McCain say they are more likely to shop at Walmart today than they were six months ago.
“Americans are facing unprecedented financial challenges and we see them in our stores every day – working men and women living paycheck to paycheck and faced with difficult decisions,” said Walmart U.S. CEO Eduardo Castro-Wright. “We understand their concerns and it’s clear they are relying on Walmart more than ever. We’ve been our customers’ advocate for more than 40 years and this new advertising campaign reinforces that we will continue to be there for them.”
The ads will run on cable news networks including CNN, MSNBC and Fox News during both the Democratic National Convention in Denver, Colo., and the Republican National Convention in St. Paul, Minn. The ads will break on Mon., Aug. 25 and run through Sun., Sept. 7 on CNN programming including Headline News, The Situation Room, CNN Election Central with Campbell Brown, and Reliable Sources. The ads will run on Fox News programming including America’s Election Headquarters, Election Special Report with Brit Hume, and during the network’s coverage of both political conventions.
The 15-second ads highlight a number of the unique cost-saving opportunities the company provides its customers, including its $4 Pre scri ption Program that has saved Americans an estimated $1 billion. The ads also tout the convenience of Wal-Mart’s one-stop shopping, allowing customers to save money on gas while taking advantage of the company’s low prices. This campaign is part of a larger effort to highlight the everyday low prices and savings consumers find at Wal-Mart versus other retailers.