ST LOUIS: US brewing giant Anheuser-Busch has decided part of its television commercials budget will be better spent on branded online entertainment to promote its beers.

The company, whose brands include Budweiser and Michelob, is believed to be investing an initial $30 million (€23.4m; £15.8m) in Bud TV to reach young consumers aged 21 to 27.

A-B says money will be redirected from cable and late-night TV commercials, but promises the online advertising will be muted.

The new service, which launches in February, is set to have channels devoted to comedy, sports, news and short films.

Comments global marketing chief Tony Ponturo: "This is meant to sell more beer, but consumers have to see it as entertainment, not a commercial-generated machine."

Data sourced from USA; additional content by WARC staff