The results of this research also demonstrate how visitors at major sport events are also the physical audience at the events and produce an atmosphere that appeals to television audiences and broadcasters. As seen at the 2004 Olympic Games in Athens and the 2006 Olympic Games in Turin, small live audiences decrease the special aura of excitement at the Olympic Games. A large television audience is a key element in maximizing revenues from the sales of broadcasting. However, revenues from broadcasting rights do not necessarily lead to financial benefits for the host city. For the host community, increased visitor consumption during the Games is a key factor to its financial success.