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Advertisers boost spending at retailers such as Walmart and Amazon as TV shrinks

The data retailers have on customers — from one-time buyers to loyalists — is extremely valuable to advertisers who want to optimize their exposure.

Television had long been the key target for advertisers, until tech companies such as Alphabet and Meta-owned platforms like Facebook began to gobble up market share. It's been a bumpy couple years marked by pandemic-era restraint and political polarization, but the American football championship offers an increasingly unequalled viewership too big to pass up. Advertisers are increasingly spending more on retail media networks — the platforms run by companies such as Amazon and Walmart, which show ads in stores, on apps and websites.

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