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Bud.TV's approach to selling beer is decidedly low-key. A-B commercials will be posted on the site, and strategically placed Bud Light or Budweiser products will appear when shows portray bar or party scenes. Also, viewers will be able to post their own spoofs of Bud Light's "Real Men of Genius" ads.
A-B is doubling its spending on online ventures, including Bud.TV, to 10 percent of its advertising budget, [Tony Ponturo] said. TNS Media Intelligence estimates A-B's 2005 U.S. advertising spending at $606.7 million.
"At first, it will be difficult to connect the dots directly" from Bud.TV to beer sales, Ponturo said. But the site eventually could allow A-B to send out e-mails and polls to registered viewers, grabbing key feedback about the company's brands.