Exclusive research by Ebiquity, commissioned by Marketing, has revealed that Unilever, Nestlé and MasterCard are among those to have opted not to try to oppose their rivals and Olympic sponsors Procter & Gamble, Cadbury and Visa in the marketing stakes, and are, in effect, sitting out the Games.

Over the 12 weeks to 15 July, compared with the same period in 2011, an analysis of the adspend of brands competing with sponsor rivals revealed it is  down overall by 6%. The figures refer to

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