Walmart’s advertising business surged 50% year-over-year in Q1 2026, largely fueled by the integration of Vizio, the connected TV maker it acquired for $2.3 billion last year. Without Vizio, ad sales still grew 27% year-over-year, while Walmart Connect—the U.S. retail media arm—boosted ad revenue by 31%. Advertising and membership now comprise a quarter of company profits.
Key Takeaways
-
Advertising Drives Profit: Walmart’s ad and membership segments now account for 25% of profits, highlighting their growing importance.
-
CTV Expansion: The Vizio acquisition significantly boosts Walmart’s connected TV and digital video advertising capabilities.
-
E-commerce Milestone: Strong retail media results propelled Walmart’s e-commerce business to profitability for the first time.
8th & Walton’s Walmart Accounting, Invoicing, and Deductions class can help your accounting team reduce costs and streamline your processes.
