Global brands make grab for Olympic gold

The transcript discusses the significant impact of the Beijing Olympics on sponsorship and advertising. Companies are investing heavily to associate with the event due to China's vast audience, which offers unprecedented access to millions of urban consumers. The digital scale of the event is expected to break TV audience records, providing a lucrative opportunity for brands. China's economic growth is making it an attractive market for advertisers, with expectations that it will become the second-largest advertising market by 2010. The national broadcaster has already sold all advertising space for 2008, highlighting the commercial potential of the Olympics.

Why are companies willing to pay large sums to be associated with the Beijing Olympics?

• To support the athletes

• For increased visibility and sales opportunities

• To gain exclusive broadcasting rights

• To promote international peace

What makes the Beijing Olympics unique in terms of sponsorship compared to previous games?

• It has the most expensive tickets

• It is the first Olympics held in Asia

• It offers sponsors access to a massive urban consumer base

• It has the smallest number of sponsors

How does the size of the audience for the Beijing Olympics compare to the 2004 Olympics in Greece?

• The audience size is significantly larger

• The audience size is smaller

• The audience size is about the same

• The audience size is unknown

What is the expected impact of the Beijing Olympics on China's advertising market by 2010?

• China will lose interest in advertising

• China will become the largest advertising market

• China will remain the same in the advertising market

• China will become the second-largest advertising market

What achievement did China's national broadcaster QQ accomplish in the Olympic year?

• It launched a new sports channel

• It sold all of its advertising space for 2008

• It sponsored the Olympic torch relay

• It became the official broadcaster of the Olympics