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With the main Olympic events concluding this weekend, we crunch the numbers of the winners and losers - whether it's the athletes, for whom a gold medal could mean a major golden nest-egg, or the host city, asking where did all the tourists go?

We count the cost with Simon Chadwick, Professor of Sport Business Strategy at Coventry University, who calculates the marketing value of the likes of British heptathlete, Jessica Ennis, and Jamaican sprinter, Usain Bolt, now they've struck gold.

We also look at the impact on businesses in East London, where some are wondering where all the tourists went? Steve Richardson, Regional Director of UK Experian FootFall, says the retail traffic in London's shops is actually down on the same time last year.

But Allan Brimicombe, Professor of Geo-Information Studies at the University of East London, believes the feel-good factor will mean that the estimated $18bn price-tag of the Games will eventually prove a worthwhile investment.