A-B Shifting Some Ad Dollars From Network Prime Time To Internet, Cable

We’ve been hearing about ad dollars moving from network TV and here’s a good example — Anheuser-Busch (known simply as “the brewery” here in hometown St. Louis) is joining the crowd. “What we’re really doing is following the consumer,” Tony Ponturo, A-B VP-global media & sports marketing, told the Journal, adding “you have some of the things that have worked for you for a long time … you have to be in cable and on the Internet and on people’s cellphones and in retail promotions. You have to make sure each consumer feels like you are talking to them.”
In 2004, A-B spent $292.8 million on network TV compared to $47.5 million on cable, according to TNS Media Intelligence (as noted by the Journal). The bulk will still go to network TV but that portion will be smaller. No details about online spending or how that will change in 2006 but it merits watching.