BEIJING, Aug. 9 (Xinhua)-- A recent AC Nielsen consumer research polling showed Olympic sponsors, who expensively hired big sports stars for advertising, were reaping in considerable profits and making their names better recognized.

    A total of 3,087 Chinese internet users nationwide were polled, with the finding that Lenovo Group, China's leading PC producer, came first as the most named Olympic sponsor; followed by Coca-Cola.

    But the polling showed consumers had seen the most advertising by Coca-Cola, considering the extent to which Coca-Cola had used such big names like Yao Ming and Liu Xiang to connect its brand with the Games.

    Further Nielsen analysis found a brand doesn't necessarily need the biggest advertising budget to secure the highest level of consumer awareness.

    According to Nielsen's Advertising Information Service (AIS), Coca-Cola achieved the highest level of consumer awareness among all sponsors, while only ranking third on advertising spending.