Just-in-Time Television

 Wal-Mart may own the fifth-largest television network  in America, but it is a mistake to assume that Wal-Mart TV  is a medium like ABC, NBC, CBS or FOX. While it is true that Wal-Mart’s television network reaches something like 130 million viewers each week, its viewers are very different from those watching the other four networks for one simple reason: They are shopping.

They are not relaxing at home, engrossed in their favorite programs and hopefully enjoying the commercials as well. In many cases, they are “on a mission,” rushing through the grocery store or focused on the purchase of the latest consumer electronics gadget. Sometimes the last thing they want is anything that will interrupt their mission — which, at least in the case of supermarkets, drug and mass merchandise stores — can be to get in and out as quickly as possible.

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Just-in-Time Television