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.

In what ways do companies expect to benefit from the Olympics post-event?

What trends in advertising and consumer access are anticipated in China due to the Olympics?