The Value of Bad Press: $1000 per Tweet for Mayweather & Pacquiao
Bad Press Was Good Presstraditional news sentiment
The much-hyped Mayweather-Pacquiao fight is over now, and most press reactions stayed consistent before and after the fight: negative sentiment across the board. This is a fight that was frowned upon by traditional journalists from the beginning, for a variety of reasons ranging from “It’s 6 years too late” to Floyd Mayweather’s unpleasant bravado.
The overall sentiment after the fight on both traditional and social media is that it was boring, overhyped, and a disappointment to anyone who was suckered into paying $100 to watch it.social sentiment
But whether they liked it or not (mostly not), people have been talking about it. The day of the showdown saw around 300,000 tweets.
Of course, all of this is consistent with Mayweather’s style: to dance away from trouble he starts without any meaningful consequence. As my colleague Yariv pointed out in a Drum article last week, “Any press is good press when it’s consistent with your brand.” In Floyd Mayweather’s case, he’s not a likeable guy in the first place – nor does he try to be. Mayweather’s distastefulness is part of his brand, and he uses it to hype up boxing fans (and his opponents) for weeks leading up to his fights.
With the take between the two fighters being an estimated $300M, it would seem that the value of a tweet on Saturday was a $1000-per payday for two guys who danced around the ring most of the night without hitting each other much at all. Whether or not boxing fans and journalists are soured on the sweet science is irrelevant from a marketing standpoint: the match garnered hype, chatter, attendance, and an astronomical profit.