• Reuters, Monday, August 4, 2008 10:45 AM

What ad recession? Combined, all Olympics advertisers will spend 19% more in China in 2008 than a year earlier, per Beijing-based media experts. That's a boost of about $9 billon to a total of about $54 billion for the year.

Olympic sponsors alone will spend $3.2 billion this year, rising 52% percent from 2007, according to Greg Paull, head of media consultancy R3, which handles several Olympics sponsors. One example is sponsor Adidas, which will be using a 360-degree projection theater to spread its "Together in 2008, Impossible is Nothing" slogan. "Our marketing campaign for China is the largest we have ever done in a single country," including the U.S., says Erica Kerner, Adidas director.

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