Expect the Unexpected... To Drive Ratings Up

The NFL Draft is typically a spectacle of hope, strategy, and predictable star power. Fans tune in primarily to see which team lands the coveted top prospects, not necessarily what draft position (within a pick or two at least) the players end up in. While always a major event, the core suspense usually peaks early. However, the 2025 NFL Draft shattered expectations and viewership records, largely thanks to a compelling, unexpected narrative that kept fans glued far deeper into the proceedings than usual, the surprising draft slide of Colorado quarterback Shedeur Sanders.

Overall, the 2025 NFL Draft in Green Bay was a massive success, becoming the second most-watched Draft on record, according to NFL.com. Averaging 7.5 million viewers across ESPN, ABC, NFL Network, and digital channels over the three-day event, viewership was up a remarkable 27% compared to the previous year. While Day 1 certainly pulled its weight, averaging 13.6 million viewers (the second-most watched Day 1 ever and up 11% from 2024), the truly unprecedented growth occurred on Days 2 and 3, coinciding directly with the Sanders drama.

Normally, the draft follows a relatively predictable script. The elite prospects go early, teams address needs, and while passionate fans follow every pick, the broad, casual audience's interest often wanes after the first round or early second. The main intrigue revolves around team strategy and the destinations of known superstars.

This year was different. Shedeur Sanders, a high-profile prospect with immense name recognition, was widely projected as a potential first-round, or at worst, early second-round pick. As Day 1 concluded without his name being called, anticipation grew. When Day 2 unfolded, and quarterback after quarterback was selected ahead of him, including names like Tyler Shough, Jalen Milroe, and even his future teammate Dillon Gabriel, the narrative shifted dramatically.

The suspense was no longer just about team fits; it became centered on a single player's unexpected freefall. When would Sanders get picked? Why was he falling? This deviation from the expected storyline created genuine, unscripted drama, a rare commodity in meticulously planned events like the Draft.

The numbers bear this out. Day 2 (Rounds 2-3) viewership averaged 7.5 million viewers, the second-most watched Day 2 on record and a staggering 48% increase over 2024, as reported by NFL.com and highlighted by outlets like The Athletic and Bleacher Report. Even more telling was Day 3 (Rounds 4-7). This portion of the draft, typically reserved for die-hard fans and draftniks, saw an unprecedented surge. It averaged 4.3 million viewers, making it the most-watched Day 3 on record, up an incredible 43% from the previous year. This surge is directly attributable to the lingering question surrounding Sanders, who was finally selected in the fifth round (144th overall) by the Cleveland Browns. His slide kept viewer interest unusually high deep into Saturday.

The 2025 NFL Draft serves as a powerful reminder for sports properties: while predictable star power draws initial eyeballs, it's often the unexpected, off-script moments that create sustained engagement and drive record-breaking viewership. The compelling, almost bewildering narrative of Shedeur Sanders' draft slide provided exactly that kind of unmissable television, turning a typically top-heavy event into a three-day ratings juggernaut.