Despite strong television ratings for the Games in vital markets, the Summer Olympics failed to provide the expected surge in advertising in China.

The star athletes who competed in the Olympic Games are making their bids to cash in on the country’s boom in sports marketing and sponsorship deals.

The star athletes who competed in the Olympic Games are making their bids to cash in on this country’s boom in sports marketing and sponsorship deals.

Getting U.S. stars like Michael Phelps to perform live in prime time was just one of the moves that set up the spectacular success NBC achieved in the Beijing Games.

A round-up of the Olympic Games from an ad-watcher’s point of view. Some ads were worthy of gold, while others deserved some baser metals.

The extent to which the Internet served as a supplement to television was unprecedented, and there were two clear winners: NBC’s Web site and Yahoo’s Olympics section.

Ato Boldon has emerged as one of NBC’s best analysts, a blend of athletic smarts, charisma, precise analysis and brashness.

The broadcast of the Beijing Olympic Games has been the first in a series of successes for China Central Television.

Tsingtao Brewery, China’s largest beer company by sales, said first-half profit rose 32 percent after publicity from sponsoring the Beijing Olympics increased demand.

The large female viewership for the Olympics and the spate of spots intended for women are anomalies in TV sports.