Currently, there are many research findings on mega-events in general and their impact on local communities, cities and countries where the event took place. In such studies, however, the specific definition of the concept of mega-event is rarely discussed. Now, when we think of mega-events, we need to consider: (i) size; (ii) the number of participants; (iii) fees; (iv) the dimension of media attention attracted by the event; and (v) the impact on the environment and the population. Of course, mega-events are associated with more complex planning and delivery processes than a regular event. Local and municipal events mainly attract local participants. They do not attract international participants or international coverage. The benefits generated by local and community events will apply primarily to the city or city in which they are located. Large annual or one-off mega-events on television can attract a large number of viewers and significant interest from regional, national and international advertisers. Advertisers strategically unveil large marketing campaigns in conjunction with TV mega-events and create memorable advertising content with high entertainment value. Some mega-event ads, such as during the Super Bowl, even attract a subset of viewers who are primarily interested in promotional content. This type of advertising is an increasingly common television phenomenon as TV mega-events become more and more popular and available around the world.
Televised sporting events, especially mega-events like the Super Bowl or the NCAA basketball playoffs, are attractive to advertisers because these events are mostly watched live, eliminating the impact of digital video recorder (DVR) and streaming. This allows advertisers to directly target their consumer demographics, typically men between the ages of 18 and 30. In 2012, $13.3 billion was spent on television sports advertising, representing 23% of the total money spent on television advertising in the United States. [4] Whether or not the inflated cost of television advertising for mega-events offers advertisers real added value is a matter of debate. While mega-events provide an important opportunity to connect with potential customers, the cost of advertising for mega-events also poses a significant risk. In addition, measuring the impact of TV advertising for mega-events can be problematic. TV ratings or nielsen, which measure the size and composition of viewers, have several drawbacks compared to new forms of media such as Internet streaming, pay-per-view TV and smartphones. Over the past thirty years, mega-sporting events have become a popular tool for obtaining political, cultural and economic benefits for the host region: political benefits include increased international recognition of the host region and dissemination of certain political values represented by the government and/or local population; Cultural benefits include the possible strengthening of local traditions and values; and economic benefits.
In recent years, there have been several technological advances and innovations that have greatly influenced television advertising. One of the most important is the DVR, which promises the ability to “skip” advertising for their customers. Since its introduction in 2003, the number of devices and their use have increased significantly, which popular opinion would mean the decline of TV advertising in all events except live. The most commonly used term with DVR`s ability to skip ads is called “zipping.” [13] The ability to screen unwanted advertisements to take advantage of recorded programming was perceived so negatively that in 2006, major broadcasters agreed that advertisers should only use over-the-air reviews as a bargaining chip when setting prices for television advertising space. [14] The main justification for advertisers was the idea that registered ads had no value due to ad avoidance. Mega-events attract a significant number of participants internationally and nationally, although international participants represent a considerable proportion. These events arouse considerable interest and profile in the international media. For this reason, mega-events generate significant and far-reaching benefits for New Zealand.
Mega or Major? How to classify the different types of events? Byers, T., Slack, T., & Parent, M. M. (2012). Mega events. In Key Terms of Sports Management (pp. 103-106). SAGE Publications Ltd, dx.doi.org/10.4135/9781473914599.n23 regional events mainly attract national participants, although they can also attract international participants and international coverage. Regional events can bring benefits to New Zealand, but the benefits will be mostly regional.
The Olympic Games are one of the best illustrations of a mega event, it takes place every four years in a different venue. These took place in London in 2012, Rio de Janeiro in 2016 and the Olympic Games in Tokyo in 2020.
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