Hoping to communicate with the 18-to-26 year old viewers who dominate the market, advertisers are rapidly moving their video commercials from television to computers. There appears to be a less rapid movement to mobile phones.

With more than a billion people awaiting the games, the 2008 Olympics in Beijing were expected to test the potential of personal computers, laptops and mobile phones to carry both video programming and commercials. It would take some time to evaluate the final numbers because the games attracted a worldwide audience that would be measured in hundreds of millions.

The coverage figures for mobile phones will get special attention because the Olympics were a major test for them. According to eMarketer, the phones had not been living up to the pre-Olympic expectations some advertisers had for their use.