I can see a lot of teenie girls really picking up on the Neymar hype. He kind of has that rapper swag, if you will. And we all know that most rappers aren't the best looking bunch but some seem to get loads of attention for what they do. Same deal.
I see Neymar as a walking commercial. Every time he does a fancy flick, sombrero or juke, it looks sensational and has potential to make companies millions. People want to be that guy. Messi, in all his unprecedented brilliance does not have that type of flare or charisma, so he's much more limited in that respect to say CR. It also helps that Neymar is a Brazilian. In United States in particular, people love Pele and have this absurd notion that anything Brazilian or with fancy tricks must be good. Pretty hard to believe, but it's true. Huge marketing potential, you understand. It's weird but a lot of people here probably don't even know who Maradona is. I didn't before I started following football... but I knew who Pele was.
So bad boy looks (teenie girls) + fancy moves (young players aspirations) + Brazilian samba flare (A la Ronaldinho/Pele) = $$$