Having objectives for an event is important, as it is motivating. Setting an objective means creating a target that the board will try to reach.
The difference between an objective and an aim is that objectives have numbers.
The objectives for the event and the media coverage is to be on the 5 biggest UK TV-channels, the 15 biggest in Europe and the 30 biggest in the world. When evaluating the event, you will look back at the objectives to see the results, just like you would look at the scoreboard before and after a football game to see the results.