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.
N-Scores for Top NFL Draft Picks | |||
---|---|---|---|
Draft Year | Player | Team | N-Score -National |
2000 | Courtney Brown | Cleveland Browns | n/a |
2001 | Michael Vick | Atlanta Falcons | 25 |
2002 | David Carr | Houston Texans | n/a |
2003 | Carson Palmer | Cincinnati Bengals | 15 |
2004 | Eli Manning | San Diego Chargers | 105 |
2005 | Alex Smith | San Francisco 49ers | 2 |
2006 | Mario Williams | Houston Texans | 6 |
2007 | JaMarcus Russell | Oakland Raiders | 5 |
2008 | Jake Long | Miami Dolphins | n/a |
2009 | Matthew Stafford | Detroit Lions | 10 |
2010 | Sam Bradford | St. Louis Rams | 21 |
Source: The Nielsen Company |
Top Ten N-Scores of Current NFL Players | |||||
---|---|---|---|---|---|
RANK | Player | Draft Year | Team | N-Score -National | Draft Position |
1 | Peyton Manning | 1998 | Indianapolis Colts | 262 | #1 |
2 | Drew Brees | 2001 | San Diego Chargers | 166 | #32 |
3 | Troy Polamalu | 2003 | Pittsburgh Steelers | 165 | #16 |
4 | Donovan McNabb | 1999 | Philadelphia Eagles | 153 | #2 |
5 | Tom Brady | 2000 | New England Patriots | 131 | #199 |
6 | Aaron Rodgers | 2005 | Green Bay Packers | 119 | #24 |
7 | Eli Manning | 2004 | San Diego Chargers | 105 | #1 |
8 | Mike Wallace | 2009 | Pittsburgh Steelers | 100 | #84 |
9 | LaDainian Tomlinson | 2001 | San Diego Chargers | 57 | #5 |
10 | Charles Woodson | 1998 | Oakland Raiders | 51 | #4 |
Source: The Nielsen Company |
“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.”
https://www.qa.nielsen.com/us/en/insights/article/2011/for-nfl-does-a-high-draft-pick-mean-higher-player-marketability/