Walmart Inc. has struck a deal with home improvement channel HGTV's parent company to have Walmart products and ads woven into a new do-it-yourself home makeover series.
Walmart's agreement with Discovery was first reported by entertainment business magazine Variety.
The deal has Walmart items featured on the series Design at Your Door, which premiered Thursday and airs weekly at 8 p.m.
Homeowners on the series record themselves making over a room while being coached remotely by HGTV's designers, including Bentonville couple Dave and Jenny Marrs.
Walmart merchandise used on the show is already being promoted on HGTV's Facebook page. And HGTV's website lists the items from each episode with links to purchase them at Walmart.com.
Jill Toscano, Walmart's vice president of media, told Variety the Bentonville-based retailer saw "a great opportunity to show how people could shop from home, safely and contact-free, without having to compromise on price, style and assortment.
Walmart cut its TV ad spending by 15% in the first quarter, according to market research firm Kantar.