A report issued by Dayton's city commissioners this month concluded that the Flyers garnered the equivalent of $36.7 million for Dayton during the play of their four games, $34.5 million from replays and television clips, and $726,321 in value from social media posts. The team's Twitter handle, @daytonflyers, received more than 90 million impressions from the start of the tournament on March 18 to when the team was knocked out by overall top seed Florida on March 29.
The Flyers, a No. 11 seed, beat No. 6 Ohio State, No. 3 Syracuse and No. 10 Stanford in the South Region before falling to the Gators.
The team's run did cost the city of Dayton something. To control the celebrations, the city paid more than $57,000 in overtime to police officers, according to the Dayton Daily News.
Dayton is the sixth-largest city in Ohio behind Columbus, Cleveland, Cincinnati, Toledo and Akron.
Schools that have had Final Four runs have concluded that making it just one more game than Dayton did is worth much more. George Mason said its run in 2006 was worth $677 million to the school, and Wichita State's trip to the Final Four in 2013 was said to be worth $555 million.
Butler's trips to the title game were said to be worth $639 million in 2010 and $512 million in 2011.