For NFL, Does a High Draft Pick Mean Higher Player Marketability

Those players passed over for the NFL draft’s coveted top spot shouldn’t be too disappointed. A look at the Nielsen/E-Poll N-Scores of the No. 1 draft picks from the past decade—as well as a review of the top 10 N-Scores of current NFL players—found that draft position rarely translates into long-term marketability. The N-Score evaluates name, image awareness, appeal and attributes such as sincerity, approachability, experience and influence to determine a player’s endorsement potential.

While first round picks like 1998’s top choice Peyton Manning and 2004’s top pick Eli Manning (with N-Scores of 262 and 105) rank among the most marketable players, they are the exceptions to the rule. Eight of the top picks from the past decade have an N-Score less than 20, while others receive no recognition when it comes to their brand. Meanwhile, Tom Brady, one of the most marketable players with an N-Score of 131, was a sixth round draft pick for the New England Patriots.

“As with most things, the Manning brothers are standouts—it’s rare that first draft picks achieve their level of marketability,” said Stephen Master, VP Nielsen Sports. “It takes a lot more than early buzz to yield the long-term benefits—and dollars—of endorsements. Endorsement potential over the course of a career is the product of a sustained presence in the public eye rather than a flash of early on-the-field promise.”