USA Today reports that Anheuser-Busch is prepared to spend $30 million on a new web content project.
Top U.S. brewer Anheuser-Busch will launch its own Web entertainment network, Bud.TV, in February.
The seven-channel operation, costing an estimated $30 million to start, is an attempt to develop a new way to reach consumers ages 21 to 27, who increasingly favor customized content over mass media — and distilled spirits over beer.
The money is being redirected from the budget for cable and late-night TV ads and, along with what A-B spends on its sites and ads on other sites, will bring the Internet share of its $600 million annual ad budget to about 10% in 2007.
The themed channels will have two- to three-minute segments of original content. The sales pitch will be muted.
Bud has been way out in front with its music programming. This new move helps take Bud’s branded entertainment offerings to the next level. I must say, A-B is not afraid to change. Nor are they shy about putting a lot of money into important new efforts.
About David Burn
Connect