‘How do we change from being the interruption’: Why Anheuser-Busch is creating a TV show

Digiday 22 Mar 2021 04:01
not a sports show
March 22, 2021 by Kristina Monllos

Anheuser-Busch is getting into television production.

The beer behemoth has partnered with production company Panay Films for a new talk show, Not A Sports Show, hosted by Lil Rel Howery. The show features Howery interviewing athletes like snowboarder Shaun White as well as WNBA and NBA players like Chiney Ogwumike and Paul Pierce. It will air weekly on a free streaming platform, Ficto, starting March 25.

Producing a television show is part of Anheuser-Busch’s push to evolve how it is connecting with consumers, according to Spencer Gordon, vp of digital for Anheuser-Busch.

“Consumers are paying to skip ads,” said Gordon. “They are going out of their way to put in ad blockers, to have subscription services, to have all these different things that prevent them from interacting with brands. It makes it tougher to break through and to be relevant to them. We’re thinking, ‘How do we change from being the interruption to be fun, be part of the story, part of the content that they want to watch?’”

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