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Doug Orth | Archive | Email |
Staff Writer


Opportunity Knocks - AFC
Preseason Matchup Analysis
Posted: 7/18/17
 

As a whole, the fantasy industry tends to place a heavy emphasis on last year's year-end stats in order to arrive at projections. While there is no foolproof or perfect way to project player performance, setting up a ranking system this way is the equivalent of judging how nice a house is based on its exterior without bothering to look inside. The numbers we see at the end of every week and year are really the only qualities of "the house" that are easily accessible, and it is much easier for owners to attribute a bad game or year to his/her player "being a bum" or the coach failing to use him when it seems obvious he needs to be on the field than it is to inspect the property.

Right or wrong, I believe my PMA methodology takes into account about as many factors as any approach. Since I tweaked the way I went about it a couple of years ago - moving away from a projection-based system to more of a one that puts much more emphasis on team and player attributes - I haven't been happy with one particular area - judging workload. It is one thing to say LeSean McCoy is going to get 60 percent of his backfield's carries or Julian Edelman will see 25 percent of his team's targets, but is there any recent historical precedent for that? Play-callers and quarterbacks are primarily responsible for getting the ball in the hands of their playmakers and that doesn't happen by accident.

This week and next, I will attempt to provide each of you - as well as myself - a better grasp of the way players are able to reach the statistical heights they do (or don't), focusing primarily on the recent history of the men who will call the shots. Given the injury rate of players and turnover rate of coaches, be advised this will be far from a perfect exercise. With that said, I think you will find some of the information below to be fascinating and perhaps even helpful. This week, we take a look at the AFC:

Most of the setup below should be fairly self-explanatory, but I'll break it down anyway. The RB1/WR1/TE1 designations are based on carry share (the percentage of a team's carries by a player) and target share (the percentage of a team's targets by a player). I limited the play-callers' histories to four seasons in order to conserve space and keep the information somewhat relevant. The bolded numbers right below the headings of "carry share" and "target share" are the team totals in those respective columns to give you some sense of the actual workload. Last but not least, the coaches listed below the team name are the men responsible for calling plays this year.

BAL | BUF | CIN | CLE | DEN | HOU | IND | JAX | KC | LAC | MIA | NE | NYJ | OAK | PIT | TEN

Baltimore
OC Marty Mornhinweg/Senior Offensive Assistant Greg Roman

   Roman (BUF) 2015    Mornhinweg (NYJ) 2014    Mornhinweg (NYJ) 2013
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  507 462 507 482 493 478
RB1 LeSean McCoy 40.0% 10.8% Chris Ivory 39.1% 5.6% Chris Ivory 36.9% 1.5%
RB2 Karlos Williams 18.3% 3.0% Chris Johnson 30.6% 7.1% Bilal Powell 35.7% 11.9%
WR1 Sammy Watkins 0.2% 20.8% Eric Decker 0.0% 23.9% Jeremy Kerley 0.8% 15.1%
WR2 Robert Woods 0.2% 17.3% Jeremy Kerley 0.8% 15.6% David Nelson 0.0% 12.6%
WR3 Chris Hogan 0.2% 12.8% Percy Harvin 4.3% 10.8% Two Tied 0.0% 12.3%
TE1 Charles Clay 0.0% 16.7% Jace Amaro 0.0% 11.0% Kellen Winslow 0.0% 9.8%

Of course, the first team we are going to analyze has to be among the toughest. Mornhinweg is a West Coast disciple with a reputation for falling in love with the passing game. Roman is known for having among the most complex running schemes in the league. HC John Harbaugh fired his last play-caller (Marc Trestman) during the middle of the season for being too pass-happy. Do you see where this is going?

This situation has all the ingredients necessary to believe a midseason change will be happening, as Harbaugh's desire for a strong ground game favor Roman's offensive history. Mornhinweg's last gig - in which he led an offense for an entire season - was one in which he had virtually no shot to succeed. Of course, Roman was made the scapegoat in Buffalo early in 2016 and the Bills were ravaged by injuries in 2015, so even his most recent experience gives us little with which to work.

Therefore, rather than wondering aimlessly talking about an offense that is ripe for a midseason change, I'll instead post both Roman and Mornhinweg's most recent stints as play-callers and leave it at that.

Buffalo
OC Rick Dennison

   Dennison (DEN) 2016    Dennison (DEN) 2015    Dennison (DEN) 2013
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
432 564 411 603 414 621
RB1 Devontae Booker 40.3% 8.0% Ronnie Hillman 50.4% 5.8% Ben Tate 43.7% 7.9%
RB2 C.J. Anderson 25.5% 4.3% C.J. Anderson 37.0% 6.0% Arian Foster 29.2% 5.6%
WR1 Demaryius Thomas 0.0% 25.5% Demaryius Thomas 0.0% 29.4% Andre Johnson 0.0% 29.1%
WR2 Emmanuel Sanders 0.2% 24.3% Emmanuel Sanders 0.7% 22.6% DeAndre Hopkins 0.0% 14.7%
WR3 Jordan Norwood 0.2% 6.2% Jordan Norwood 0.0% 5.3% Keshawn Martin 0.0% 6.4%
TE1 Virgil Green 0.0% 6.6% Owen Daniels 0.0% 12.8% Garrett Graham 0.0% 14.3%

Although his time in Denver doesn't reflect it (mostly due to C.J. Anderson's inability to stay healthy for a full season), Dennison has shown a tendency with riding one back when he has earned the right, as he did in Houston under HC Gary Kubiak for the bulk of Arian Foster's career as a Texan. The biggest takeaway here is the clear divide between the starting receivers/tight end and everyone else on the team from 2013-15.

It goes without saying Thomas and Sanders were the top two options in Denver under Dennison, but the trend is also pretty clear during his time in Houston. Keeping in mind Dennison's last two "lead" receivers have been Thomas and Andre Johnson, it is notable 2016 was the first time in four years a "Dennison No. 1" didn't account for at least 29 percent of the target share, which is obviously a good sign for Sammy Watkins. The data is less clear for No. 2 receivers, as Sanders earned at least a 22.6 percent target share in each of his two seasons with Dennison, while a young DeAndre Hopkins struggled to a higher percentage of the looks than Graham in 2014. Dennison hasn't had much to work behind his starting receivers (Norwood, Martin, etc.), but anyone hoping for a WR3 to emerge from his system is definitely betting against recent history.

Cincinnati
OC Ken Zampese

   Zampese 2016
Pos Player Carry
Share
Target
Share
446 541
RB1 Jeremy Hill 49.8% 5.0%
RB2 Giovani Bernard 20.4% 9.4%
WR1 Brandon LaFell 0.2% 19.8%
WR2 A.J. Green 0.0% 18.5%
WR3 Tyler Boyd 0.9% 15.0%
TE1 Tyler Eifert 0.0% 8.7%

Zampese was a first-time play-caller in 2016 and there is obviously inherent danger in reading too much into one season's worth of data, especially considering A.J. Green and Giovani Bernard each missed six games due to injury while Tyler Eifert was sidelined for eight. In order to salvage something from this data, here are two nuggets to consider:

1) From Weeks 1-10 (the week Bernard got hurt), Hill out-carried Bernard 119-51 (67.6 percent carry share for Hill to 29 percent for Bernard).

2) Over the same time (Green played his last game in Week 10 as well), Green owned a 32.3-percent target share.

We expect Hue Jackson to lean on Crowell in the running game, but his target share will be a key factor to fantasy success.


Cleveland
HC/OC Hue Jackson

   Jackson (CLE) 2016    Jackson (CIN) 2015    Jackson (CIN) 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
350 558 467 495 492 494
RB1 Isaiah Crowell 56.6% 9.5% Jeremy Hill 47.8% 3.8% Jeremy Hill 45.1% 6.5%
RB2 Duke Johnson 20.9% 13.3% Giovani Bernard 33.0% 13.3% Giovani Bernard 34.1% 11.9%
WR1 Terrelle Pryor 2.3% 25.1% A.J. Green 0.0% 26.7% A.J. Green 0.4% 23.7%
WR2 Corey Coleman 0.6% 13.1% Marvin Jones 1.1% 20.8% Mohamed Sanu 1.4% 19.8%
WR3 Andrew Hawkins 0.6% 9.7% Mohamed Sanu 2.1% 9.9% Brandon Tate 0.6% 5.3%
TE1 Gary Barnidge 0.0% 14.7% Tyler Eifert 0.0% 14.9% Jermaine Gresham 0.0% 16.0%

Although Jackson has publicly stated how he regrets going away from the run too early too often in 2016, Crowell's 56.6-percent backfield share was easily the highest in Jackson's three years as a play-caller in Ohio. Perhaps even more encouragingly for present and future Crowell owners is his 9.5-percent target share, not far off the pace of a supposed superior passing-down back Duke Johnson (13.3). Even better news for Crowell owners: he out-targeted Johnson 34-27 over the second half of last season.

Jackson's lead receivers over the last three years (Green in 2014 and 2015; Pryor last season) managed at least a 23.7-percent target share, which should be a good sign for Corey Coleman if he can stay healthy long enough to take advantage. No. 2 wideouts under Jackson have also stayed busy under Jackson (Sanu and Jones finished with 19.8- and 20.8-percent target shares in 2014 and 2015, respectively), as has the tight end position (Gresham, Eifert and Barnidge have all been in the 14-16 percent neighborhood under Jackson's watch. While many might believe that might be a good reason to spend a late pick on David Njoku, there's plenty of evidence to believe your draft capital will be better spent on Seth DeValve.

Denver
OC Mike McCoy

   McCoy/Whisenhunt (SD) 2016    McCoy/Reich (SD) 2015    McCoy/Reich (SD) 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
374 556 393 658 398 566
RB1 Melvin Gordon 67.9% 10.3% Melvin Gordon 46.8% 5.6% Branden Oliver 40.2% 8.0%
RB2 Kenneth Farrow 16.0% 2.9% Danny Woodhead 24.9% 16.1% Donald Brown 21.4% 7.2%
WR1 Tyrell Williams 0.0% 21.4% Keenan Allen 0.0% 13.5% Keenan Allen 0.0% 21.4%
WR2 Dontrelle Inman 0.0% 17.4% Malcom Floyd 0.0% 10.3% Malcom Floyd 0.0% 16.3%
WR3 Travis Benjamin 0.5% 13.5% Steve Johnson 0.0% 9.9% Eddie Royal 0.8% 16.1%
TE1 Antonio Gates 0.0% 16.7% Antonio Gates 0.0% 12.9% Antonio Gates 0.0% 17.3%
TE2 Hunter Henry 0.0% 9.5% Ladarius Green 0.0% 9.6%    

The Broncos are another tricky situation as Ken Whisenhunt bookended McCoy's stay in San Diego, while Frank Reich held the OC job for the two years Whiz was away. Even though I don't ever recall seeing McCoy making a play call over his four seasons with the Chargers, he is an offensive mind who had veto power, so be it right or wrong, I'll include his team's numbers above.

Perhaps only once in his four years (2013) in San Diego was McCoy actually able to deploy his running backs in the way he wanted to, as injuries wrecked his backfield from 2014-16 (Mathews, Woodhead - twice, Gordon - twice). In 2013, he leaned heavily on Mathews as a runner and Woodhead as the versatile dual-purpose weapon out of the backfield. This year's Broncos figure to be more like the 2014 Chargers than any other one of McCoy's recent teams, however, with C.J. Anderson taking the role of Mathews, Jamaal Charles acting as Woodhead and Devontae Booker taking on the same role Oliver did to begin that season. The carry split for that backfield was 40-21-19, mostly due to early injuries to Mathews and Woodhead. Perhaps it is notable in Woodhead's two healthy seasons, San Diego's running backs accounted for roughly a 25-percent target share. In his two injury-shortened seasons, it was less than 20 percent.

Much like his backfields in San Diego, McCoy had no luck keeping his receivers healthy either, especially in his final two seasons. Allen made 14 starts in each of his first two seasons and was able to come away with a 19.4- and 21.4-percent target share in 2013 and 2014, respectively. Even with an aging Gates throughout his time with the Chargers, McCoy's tight ends saw their target shares over 25 percent in three of his four years under his watch. McCoy's first tour of duty in Denver did not overlap with a healthy Julius Thomas, but he did help Jacob Tamme to one of the best years of his career (53 catches on 85 targets) in Peyton Manning's first season as a Bronco in 2012.

Houston
HC/OC Bill O'Brien

   O'Brien 2016    O'Brien 2015    O'Brien 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
456 577 472 613 551 479
RB1 Lamar Miller 58.8% 6.8% Alfred Blue 38.8% 2.6% Arian Foster 47.2% 12.3%
RB2 Alfred Blue 21.9% 2.8% Chris Polk 21.0% 4.6% Alfred Blue 30.7% 3.8%
WR1 DeAndre Hopkins 0.0% 26.2% DeAndre Hopkins 0.0% 31.3% Andre Johnson 0.0% 30.5%
WR2 Will Fuller 0.2% 15.9% Nate Washington 0.0% 15.3% DeAndre Hopkins 0.0% 26.5%
WR3 Braxton Miller 0.7% 4.9% Cecil Shorts 2.1% 12.2% Damaris Johnson 0.9% 10.2%
TE1 C.J. Fiedorowicz 0.0% 15.4% Ryan Griffin 0.0% 5.5% Garrett Graham 0.0% 5.8%
TE2 Ryan Griffin 0.0% 12.8%

Novice fans seem to believe O'Brien does not embrace the running game when the opposite is true. Despite having a chronically injured Foster and pedestrian talent in Blue carry the load for most of his first two years on the job, the Texans ranked first and fifth in rush attempts. In 2016, Houston still finished sixth in the league with 456 carries during a year in which it was playing from behind on 47 percent of its offensive plays. In those situations, the Texans still ran 47 percent of the time. Miller's 58.8-percent of the carry share in 2016 is a pretty respectable number considering he missed the final two games of the season. If we assume he could have maintained the pace through 16 games, his carry share would have been 67.2 percent. Perhaps the best part of O'Brien's play-calling is the fact that in two of his three seasons in which his top two running backs have stayed mostly healthy, they have combined for a carry share of at least 77.9 percent.

In what was otherwise a disappointing season for Hopkins, he still saw 26.2 percent of the target share - easily the lowest number by an "O'Brien No. 1" during his three-year stay in Houston. Andre Johnson was targeted 30.5 percent of the time in his final season as a Texan in 2014, while Hopkins drew 31.3 percent of the looks in 2015. With the exception of Hopkins as a rookie in 2014, Houston's second wideouts haven't gotten much love, although injuries were to blame in 2015 and Brock Osweiler was to blame last season. Texans tight ends were awfully busy last season (31-percent target share, just less than five percent more than the previous two years combined), although much of that can be chalked up to Osweiler as well.

Indianapolis
OC Rob Chudzinski

   Chudzinski (IND) 2016    Chudzinski (CLE) 2013
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
 408 572  348 670
RB1 Frank Gore 64.5% 8.2% Willis McGahee 39.7% 1.6%
RB2 Robert Turbin 11.5% 6.1% Chris Ogbonnaya 14.1% 11.0%
WR1 T.Y. Hilton 0.0% 27.1% Josh Gordon 1.4% 23.7%
WR2 Phillip Dorsett 0.5% 10.3% Greg Little 0.0% 14.8%
WR3 Donte Moncrief 0.2% 9.8% Davone Bess 0.0% 12.8%
TE1 Jack Doyle 0.0% 13.1% Jordan Cameron 0.0% 17.6%
TE2 Dwayne Allen 0.0% 9.1%

Chudzinski took over for Pep Hamilton late in the 2015 season, although it seems more than just coincidence Gore finished with 260 carries that year and 263 attempts in Chud's first full season as the play-caller last year. The result is a rather impressive pair of carry shares under his watch: 66.2 percent in 2015 and 64.5 in 2016. Entering his age-34 season and with Chud talking up backup Turbin all offseason (not to mention the fourth-round selection of speedy Marlon Mack), it's safe to say the Colts don't want Gore at that level anymore.

Likely due in large part to Moncrief's injury woes in 2016 and the disappointing start of Dorsett's career, Hilton recorded a career-high 27.1-percent target share - more than two times higher than the next closest Colt. If Moncrief can stay healthier this year, the 22.2-17.4 split from 2015 (in Hilton's favor, of course) figures to be a more likely outcome. Chud has a long history of getting a lot of production out of his tight ends and an equally long track record of relying heavily on his top two options, which presents a conflict of sorts considering Moncrief is a superior talent to Doyle. Then again, Andrew Luck is a superior passer to any quarterback has worked with, so perhaps all three can get their fill. On the plus side for Doyle, Indy tight ends owned a 26-percent target share last year, and Allen is no longer in the mix.

Jacksonville
OC Nathaniel Hackett

   Olson/Hackett (JAC) 2016    Hackett (BUF) 2014    Hackett (BUF) 2013
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
353 598 402 572 546 519
RB1 T.J. Yeldon 33.2% 10.9% Fred Jackson 35.1% 15.7% Fred Jackson 37.7% 12.5%
RB2 Chris Ivory 29.8% 4.5% Anthony Dixon 26.1% 1.6% C.J. Spiller 37.0% 7.9%
WR1 Allen Robinson 0.0% 24.2% Sammy Watkins 0.5% 22.4% Steve Johnson 0.2% 19.5%
WR2 Marqise Lee 1.5% 16.9% Robert Woods 0.0% 18.2% Robert Woods 0.4% 16.4%
WR3 Allen Hurns 0.0% 12.2% Chris Hogan 0.0% 10.7% T.J. Graham 0.7% 11.2%
TE1 Julius Thomas 0.0% 8.2% Scott Chandler 0.0% 12.2% Scott Chandler 0.0% 15.6%

Because Hackett took over for the fired Greg Olson midway through last season, it probably makes more sense to concentrate on the former's two-year stint as the play caller in Buffalo under HC Doug Marrone. Unfortunately, about the only similarity between the two Hackett offenses is average-at-best quarterback play (E.J. Manuel, Kyle Orton and Blake Bortles). Marrone and Hackett's love for running the ball is apparent here, as the Manuel-led Bills ran 546 times in Year 1 and 402 times in Year 2. Rookie Leonard Fournette is significantly more explosive than a late-career Jackson and much more powerful than Spiller, so Hackett's carry-share history doesn't figure to be helpful here. Buffalo running backs did account for at least a 23.5-percent target share in both seasons with a poor quarterback, however, so there is hope this backfield will have enough touches for Fournette and perhaps even Yeldon.

Perhaps the most interesting part about the Bills' passing game in 2013 and 2014 is five players managed at least a 10-percent target share in both seasons. Watkins was the clear WR1 at 22.4 percent as a rookie, but Woods saw a healthy 18.2 percent of the cut as well, which suggests Robinson will get fed and Hurns has a realistic shot of rebounding in 2017 if he stay healthy. It may not make a difference if Hurns can hold off Lee, as the latter would seem to be the most realistic option to fill the Chandler role in the offense since the Jags do not have anybody of significance at tight end with Thomas now in Miami.

Kansas City
HC Andy Reid/OC Matt Nagy

   Reid 2016    Reid 2015    Reid 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
411 536 435 463 420 486
RB1 Spencer Ware 52.1% 7.8% Charcandrick West 36.8% 7.3% Jamaal Charles 49.0% 12.1%
RB2 Charcandrick West 21.4% 6.3% Spencer Ware 16.6% 1.3% Knile Davis 31.9% 5.1%
WR1 Tyreek Hill 5.8% 15.5% Jeremy Maclin 0.7% 26.8% Dwayne Bowe 0.0% 19.5%
WR2 Jeremy Maclin 0.2% 14.2% Albert Wilson 1.1% 12.3% De'Anthony Thomas 3.3% 6.4%
WR3 Chris Conley 0.0% 12.9% Chris Conley 0.0% 6.7% Albert Wilson 0.0% 5.8%
TE1 Travis Kelce 0.2% 21.8% Travis Kelce 0.0% 22.2% Travis Kelce 0.0% 17.9%

The Chiefs are yet another example of why two years of data is sometimes not near enough make solid conclusions, even though Reid has been in charge basically from the moment he arrived in Kansas City. Thus, we go back to Reid's first two years in KC in 2013 and 2014 - two seasons much more reflective of his personnel and play-calling tendencies from his 14 years in Philadelphia. In both of his first two years with the Chiefs, a mostly healthy Charles played in 15 games both seasons. He pulled the rare feat of leading the team in carry share (58.6 percent) and target share (19.4) during his No. 1 fantasy finish in 2013 before fading ever so slightly into a more realistic workload in 2014 (49, 12.1). Although Charles' injuries have forced Reid's hand into going with more of a split backfield, the 2014 season serves as possible evidence he may want to keep his starting running back around the 50-percent mark in terms of carry share, around the same mark Ware had last season (52.1). The mystery for this season will be whether Ware or rookie Kareem Hunt will do the most heavy lifting.

Since essentially redshirting his first year with the team in 2013, Kelce has not been targeted less than 17.9 percent of the time in any of the last three seasons. Each of the last two years has seen him produce a target share of at least 21.8 percent, which is an elite rate for a tight end. Obviously, as Charles has struggled to stay on the field, the degree to which Reid is relying on his running backs in the passing game has lessened as well. Kansas City running backs have combined for less than a 17-percent target share in each of the last two seasons after Charles eclipsed that total himself back in 2013. Maclin was targeted as much as any receiver in recent memory under Reid in 2015 (26.8), but Reid's offenses have typically been spread-the-wealth attacks, so counting on something much over a 20-percent target share for Hill may be asking for too much.

Los Angeles Chargers
HC Anthony Lynn/OC Ken Whisenhunt

   McCoy/Whisenhunt (SD) 2016    Whisenhunt (TEN) 2015    Whisenhunt (TEN) 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
374 556 371 543 356 505
RB1 Melvin Gordon 67.9% 10.3% Antonio Andrews 38.5% 5.3% Bishop Sankey 42.7% 4.6%
RB2 Kenneth Farrow 16.0% 2.9% Dexter McCluster 14.8% 7.6% Shonn Greene 26.4% 0.6%
WR1 Tyrell Williams 0.0% 21.4% Harry Douglas 0.3% 13.3% Kendall Wright 1.1% 18.4%
WR2 Dontrelle Inman 0.0% 17.4% Dorial Green-Beckham 0.0% 12.3% Nate Washington 0.0% 14.3%
WR3 Travis Benjamin 0.5% 13.5% Kendall Wright 1.3% 11.0% Justin Hunter 0.0% 13.3%
TE1 Antonio Gates 0.0% 16.7% Delanie Walker 0.3% 24.5% Delanie Walker 0.0% 21.0%
TE2 Hunter Henry 0.0% 9.5%

Much as the case was with his former boss (new Denver OC Mike McCoy), Whisenhunt might as well get a pass for last season, as he lost his WR1 (Allen) and primary third-down/red zone running back (Woodhead) over the first two weeks of the season. Whisenhunt was fired midway through the 2015 season in Tennessee, so we must go back to 2014 in order to find the last time he was somewhat able to execute his plan for a full season. (To be fair, that's a bit of a misnomer too since Jake Locker was his starting quarterback, while Sankey and Greene carried the mail in the backfield.) At any rate, the RB1 in Tennessee - Sankey in 2014 (42.7 percent) and Andrews in 2015 (38.5) - was much more "lead back" than "featured back", although we are not dealing with high-end talents in either case.

Take this for what it is worth: acknowledging Woodhead's Week 2 injury likely dramatically changed the offensive approach, none of Whisenhunt's last three offenses have seen the running back position reach a 20-percent target share. The tight end position has picked up the slack, however, enjoying at least a 26.9-percent target share over that same span, although it is important to remember Whisenhunt has worked with the likes of Walker, Gates and Henry over that time. The 2016 season was also the first time since his head-coaching days in Arizona that Whisenhunt had anything close to the receiving talent he had in his first season in San Diego, but it is worth noting Larry Fitzgerald was "a declining talent" by the end of Whisenhunt era in Arizona in 2012. Although it seems pretty clear Whisenhunt isn't necessarily a drain to any receiver, his system hasn't historically been one that will force-feed one wideouts or give multiple receivers high target shares.

Miami
HC/OC Adam Gase

   Gase (MIA) 2016    Gase (CHI) 2015    Gase (DEN) 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
404 467 468 519 443 603
RB1 Jay Ajayi 64.4% 7.5% Matt Forte 46.6% 11.2% C.J. Anderson 40.4% 7.3%
RB2 Damien Williams 8.7% 6.9% Jeremy Langford 31.6% 8.1% Ronnie Hillman 23.9% 5.6%
WR1 Jarvis Landry 1.2% 28.1% Alshon Jeffery 0.0% 18.1% Demaryius Thomas 0.0% 30.5%
WR2 DeVante Parker 0.0% 18.6% Marquess Wilson 0.0% 9.8% Emmanuel Sanders 1.8% 23.4%
WR3 Kenny Stills 0.0% 17.3% Eddie Royal 0.2% 9.6% Wes Welker 0.0% 10.6%
TE1 Dion Sims 0.0% 7.5% Martellus Bennett 0.0% 15.4% Julius Thomas 0.0% 10.3%
TE2 Hunter Henry 0.0% 9.5%

Because the talent and personnel in Miami is approaching what Gase had to work with in Denver in 2014, we can use that year in conjunction with his first season as the boss in Miami. Gase has been a NFL play-caller for four years and relied heavily on one running back every time for long stretches, although it doesn't appear that way at first (mostly due to injury). Moreno carried 241 times in 2013, Anderson guided a number of owners to fantasy titles in 2014, Forte amassed 262 touches in 13 games in 2015 and Ajayi was a man possessed in 2016. Thus, we can be reasonably assured when Gase says he wants to ride Ajayi hard this season, it's not the same old coach-speak. Ajayi had a 64.4-percent carry share last season despite not starting until Week 5, while Anderson was 40.4 percent in 2014 despite not getting regular work until Week 10.

The first numbers among the receivers that should immediately jump out are the target shares for Demaryius Thomas in 2014 (30.5) and Jarvis Landry last year (28.1). With that said, it should be noted Landry averaged 10.4 targets prior to Ajayi’s Week 6 breakout but just 7.5 targets after. Either way, Gase has shown the ability to mold his system to fit the personnel. While he has to prove he can actually stay healthy for once, DeVante Parker plays the "Thomas role" in the Dolphins' offense. Given his issues in 2016, it is surprising he managed to amass an 18.6-percent target share. If the Dolphins' optimism about his offseason proves to be justified, he may finally be ready to enjoy the same 23.4-percent target share Emmanuel Sanders had in 2014. None of Gase's tight ends have been targeted more than 15.4 percent of the time (Martellus Bennett, 2015), although that number was significantly lower than it should have been considering Bennett played only 11 games. As most readers recall, Thomas scored 12 times in each of his two seasons under Gase. Running backs haven't been a big focus in the passing game for Gase outside of 2015, when Forte's skill-set pretty much dictated he be used as a receiver.

New England
OC Josh McDaniels

   McDaniels 2016    McDaniels 2015    McDaniels 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
482 546 383 624 438 601
RB1 LeGarrette Blount 62.0% 1.5% LeGarrette Blount 43.1% 1.1% Shane Vereen 21.9% 12.8%
RB2 Dion Lewis 13.3% 4.4% Brandon Bolden 16.4% 4.8% Stevan Ridley 21.5% 0.8%
RB3 James White 8.1% 15.8% Dion Lewis 12.8% 8.0% Jonas Gray 20.3% 0.5%
WR1 Julian Edelman 2.5% 29.1% Julian Edelman 0.8% 14.1% Julian Edelman 2.3% 22.3%
WR2 Chris Hogan 0.6% 10.6% Danny Amendola 0.5% 13.9% Brandon LaFell 0.5% 19.8%
WR3 Malcolm Mitchell 0.0% 8.8% Brandon LaFell 0.5% 11.9% Danny Amendola 0.0% 7.0%
TE1 Martellus Bennett 0.4% 13.4% Rob Gronkowski 0.0% 19.2% Rob Gronkowski 0.0% 21.8%
TE2 Rob Gronkowski 0.0% 7.0% Scott Chandler 0.0% 6.7%

By now, most owners know the Patriots adjust their game plan based on opponent more than any other team in the league. New England has long employed a power back (Blount, Gray, Ridley, BenJarvus Green-Ellis, etc.) who leads the team in rushing while a scatback (White, Lewis, Faulk, etc.) Searching through four seasons of data (and accounting for Blount's partial season with the Pats after his ill-fated time as a Steeler), New England did not give any of its backs more than 178 carries or anything higher than a 43.1-percent carry share prior to 2016. Prior to last season, the last time any New England runner exceeded either of those marks was Ridley in 2012 (290, 55.4). All things being equal and given the depth of talent in the backfield, Mike Gillislee (if he can keep the job over Rex Burkhead) may destined for something closer to a 40-percent carry share more than 60 percent.

A large part of the Patriots' philosophy - offensively and defensively - is controlling the middle of the field. Much of that belief on the offensive side has been borne out of necessity for the back half of the Bill Belichick era given the team's lack of success at finding dynamic playmakers outside. Thus, it makes sense to go back to 2007-09 during Randy Moss' three full seasons with the team. In those years, Moss amassed target shares of 27.3, 23.7 and 23.2. Brandin Cooks may not be the greatest deep threat of all-time, but he is the first elite deep threat the team has employed since Moss and more versatile than him in terms of his route tree. It's something to consider when downgrading Cooks this summer just because he landed in a "spread-the-wealth" offense. There's not much to be learned from the tight end usage patterns simply because Gronkowski has been so injury-prone. In his two most recent "mostly healthy" seasons (2014 and 2015), he has seen roughly 20 percent of the targets. Edelman has enjoyed at least a 22.3-percent target share in his last three "mostly healthy" seasons as well, but owners need to beware of the fact Cooks is the first legitimate challenger Edelman has had for slot work since he became a fantasy stud.

New York Jets
OC John Morton

First-time NFL play-caller; he comes from the coaching trees of Pete Carroll, Jim Harbaugh and, most recently, Sean Payton.

Oakland
OC Todd Downing

First-time play-caller; he comes from the coaching trees of Jim Schwartz, Doug Marrone and, most recently, Jack Del Rio. For what it is worth, former OC Bill Musgrave reportedly let Downing run the offense on occasion last season in order to help prepare him for a future job.

Pittsburgh
OC Todd Haley

   Haley 2016    Haley 2015    Haley 2014
Pos Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
  Player Carry
Share
Target
Share
408 590 388 583 428 600
RB1 Le'Veon Bell 64.0% 15.9% DeAngelo Williams 51.5% 8.1% Le'Veon Bell 67.8% 17.5%
RB2 DeAngelo Williams 24.0% 4.6% Le'Veon Bell 29.1% 4.5% LeGarrette Blount 15.2% 1.3%
WR1 Antonio Brown 0.7% 26.1% Antonio Brown 0.8% 33.1% Antonio Brown 0.9% 30.2%
WR2 Eli Rogers 0.2% 11.2% Martavis Bryant 1.3% 15.8% Markus Wheaton 0.9% 14.3%
WR3 Sammie Coates 1.0% 8.3% Markus Wheaton 0.0% 13.6% Martavis Bryant 0.7% 8.0%
TE1 Jesse James 0.0% 10.2% Heath Miller 0.3% 13.9% Heath Miller 0.0% 15.2%

All fans really need to know about the Steelers running game is once Haley has decided on a starter, he is going to get fed. While Bell served his season-opening three-game suspension last year, Williams managed an 86.8-percent carry share and 17.8-percent target share. Upon Bell's return in Week 4, he accepted 85.6 percent of the carries Pittsburgh had to offer and 21.6 percent of the targets. That's usage most fantasy owners (and most NFL running backs) can only dream about and ahead of the pace he maintained in 2015, especially as a receiver. Williams is gone, but the target share figures to fall into a more reasonable 13-14 percent range following the return of Bryant and the selection of JuJu Smith-Schuster in the draft. Bell's percentage of the carries should dip slightly as well with young James Conner on the roster, but the former will still be the odds-on favorite to lead the AFC in carry share.

Brown was forced to settle for a 26.1-percent target share last year, down from the otherworldly 33.1 percent he posted in 2015. The first figure should probably be the norm for him over the next year or two, especially if some of the kids like Smith-Schuster start to emerge or Bryant stays out of trouble. Just as a reference point for hopeful owners this season, Bryant garnered a healthy 20 percent of the total targets Pittsburgh made available when he was playing from Weeks 6-17 in 2015. Although Wheaton (13.6-percent target share) did flirt with some fantasy relevance for a bit that same year, there doesn't appear to be much hope for any other receiver to see enough volume to join the fray based on recent history.

Tennessee
HC Mike Mularkey/OC Terry Robiskie

   Mularkey/Robiskie 2016
Pos Player Carry
Share
Target
Share
475 486
RB1 DeMarco Murray 61.7% 13.8%
RB2 Derrick Henry 23.2% 3.1%
WR1 Rishard Matthews 0.0% 22.2%
WR2 Tajae Sharpe 0.2% 17.1%
WR3 Kendall Wright 0.2% 8.6%
TE1 Delanie Walker 0.4% 21.0%

Owners only have one season of data to absorb here, but it seems the Titans were one of the few teams who actually stayed healthy enough to execute what they set out to do before the start of last season. They actually stuck to their guns - perhaps to their detriment - when they gave Murray 61.7 percent of the carries while allowing Henry (23.2) to see spot duty for the first half of the season, at least until the former hurt his toe. In 13 seasons as either a primary play-caller or someone intimately involved in the process, Mularkey's top back has handled at least 55 percent of the overall team carries eight times. In three of those instances, the lead backs were Antonio Andrews, Amos Zereoue, and Rashad Jennings. In the other two, Michael Turner and Jerome Bettis were well on their way to topping 55 percent before getting hurt.

Whereas Mularkey has had no issue giving his backs plenty of carries, they have never exceeded 18 percent of the target share. In fact, last year's 17-percent mark was his highest since that 2004 season. The relative lack of involvement of backs in the passing game does free up a larger piece of the pie for receivers and tight ends, although the depressed volume due to the amount of success the running game enjoyed contributed to 20-plus percent target shares for Matthews (22.3 percent) and Walker (21). The real shocker was a 17.1-percent target share from rookie Sharpe, who seemed to become mostly an afterthought after September. If those marks hold up reasonably well in 2017, either Matthews or rookie Corey Davis (but not both) will be worth starting in fantasy, while the other one will probably be considered a disappointment.


Doug Orth has written for FF Today since 2006 and been featured in USA Today’s Fantasy Football Preview magazine since 2010. He hosted USA Today’s hour-long, pre-kickoff fantasy football internet chat every Sunday in 2012-13 and appears as a guest analyst on a number of national sports radio shows, including Sirius XM’s “Fantasy Drive”. Doug is also a member of the Fantasy Sports Writers Association.