It was bold, it was heady, and it went flat. And last night, the innovative Bud.tv went dark.
Touted as a site where beer drinkers could "kick back and take a break with original comedy, sports, and web video entertainment," the site failed to generate sufficient hits, or revenue, to justify the cost.
Anheuser-Busch's exec Keith Levy told Ad Age, "If the networks can't continuously produce that, how can a beer company?"
Now they tell him!
The site was launched after the 2007 Super Bowl, and hoped to reach 2 million unique visitors a month. They were only at 153,000 in their second month. By the fourth month, hits were so low the web-service ComScore couldn't even count them.
Start-up costs -- a complete write-off -- were $15 million.