ISSUE

Walmart represents 42% of TV category sales during the
pre-Super Bowl drive period,yet Samsung was experiencing
double-digit share declines at the retailer. The IRS had also
announced that initial tax refunds would be delayed, putting
sales at risksince shoppers would not have their tax money
in time to purchase pre-game.

INSIGHT

Customers think of their tax refund as a “bonus”
from Uncle Sam, and won’t spend it until the cash
is in their hands.