While the media exposure of the Dawn Wall clearly benefited Caldwell and Jorgeson, it will have a much greater financial impact on the climbing industry via companies, sponsored athletes and most of all, climbing gyms.
By January 2015 searches related to climbing gyms rose by over 156 percent! While these search terms did not have the largest monthly growth, they are specific terms that indicate intended actions, like visiting a climbing gym or buying a membership. And an increase in gym climbers will naturally bleed into increased sales for nearby climbing shops, etc.
Great write-up on the social/digital outcome of the Dawn Wall ascent which made the international mainstream media.