Many of the largest multinational sponsors of the Olympic Games curbed spending on
traditional TV, newspaper and magazine ads in China during the first quarter, according to research by Nielsen. Olympic sponsors "don't have limitless marketing budgets, and must carefully plan the
best way to spread their ad spend," said Richard Basil-Jones, the Asia-Pacific managing director of Nielsen Media Research.
The Publicis Groupe media agency Zenith Optimedia said advertisers worldwide will spend $3.1 billion on the Olympics this year, of which $900 million will be spent in China.
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