Blog Post

Has Bud.TV Gone Flat In Less Than 60 Days?

THR has a story quoting Comscore (NSDQ: SCOR) numbers about and how beermaker’s new $30 million digital entertainment network has seen the fizz from its Super Bowl kickoff evaporate quickly, averaging just 253,000 visitors in February, its first month online…A-B marketing execs reportedly projected reaching 2 million-3 million visitors per month by year’s end, the story says. Of course, it is a bit too early to judge and counting out A-B this early would be foolish.
What’s more interesting is the internal strategy that may have led to this: A last-minute marketing decision to concentrate online promotional efforts around the Super Bowl on sites where viewers could revisit Bud commercials that aired during the big game (like YouTube and came at the expense of Bud.TV, which didn’t get as much exposure as it needed. Also, Tony Ponturo, VP global media and sports marketing at Anheuser-Busch, attributed the sluggish traffic to the controversial age-verification system necessary to access the site (that we already panned here).
Bud.TV Under Fire By State AGs For Not Being Closed Enough
First Look: Bud.TV Not Quite Ready For Prime Time