Bud.TV, the Anheuser-Busch branded IPTV effort, will likely "fade" in the second half of '07, according to a recent report in Ad Age.

With an announced goal of 2 million unique visitors in its first year - Bud.TV's statistics have been dismal:  253,000 visitors in month #1 152,000 in month #2, and less than 100,000 in month #3 (April 2007).

The sharp decline in ratings resulted in Anheuser-Busch (NYSE:  BUD) providing guidance and lowering its expectations for visitors to Bud.TV, 'shooting for an audience of 500,000 instead of the 3 million monthly visitors it had planned', as reported in Ad Age last month.

The traffic woes stemmed from two problems: the tepid content that lacked "wow factor," and an age-verification firewall that requires viewers to enter personal information to access the site.