Its not about Ward being unpopular (though he is to a degree). RocNation didn't even try to promote the fight. Mainstream media is so hungry for any USA vs. Russia angle that there are writers and news channels willing to do a bit on the Kovalev-Ward 1 controversy. I doubt anyone even tried.
For all the idiocy of Oscar DLH, he has Canelo and GGG going to 3 different cities, 2 different continents, in the span of a day, going to every rinky dink TV or radio show that would have them. And i've already read a couple articles about the fight in major newspapers, and we're still 3 months away. Thats how you promote a fight.