I could see him taking a little less because he seems to be a team first guy. But his reps will make sure it's a fair contract, that's what they do. Maybe a mil. or two less a year, or take it as bonuses instead of straight salary. And you are so correct his first contract means nothing.
A healthy effective Bradford is looking at least the same money as his first contract, Rams win the SB or even go to the SB the price goes up. It will be a front loaded contract that the Rams can get away from if they have too. Demoff is smart.
Besides his performance and health the main tact his agents will take is who do the Rams have on the roster that can replace him. The Rams know they have no other legit options at this time and unless they draft a QB very high next year they will have to succeed that point which drives Bradfords value much higher. Leverage.
If Bradford becomes one of the top QB's he will get two more premium contracts and along with his rookie deal he could become the highest paid player for his career in NFL history.