As a whole, the fantasy industry tends to place a heavy emphasis
on last year's final stats in order to arrive at projections for
the upcoming season. While there is no one foolproof or perfect
way to project player performance, setting up a ranking system this
way is the equivalent of shopping for a house 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. There is rarely one and only one all-encompassing
answer to a football question, so don't be afraid to dig deeper.
Using the house example, do yourself a favor and inspect the property
before buying what you are being sold.
As far as I know, my PMA methodology takes into account as many
factors as any approach. Trying to accurately predict workload
and/or target shares is among the most difficult. If done well,
however, making accurate predictions becomes a whole lot easier.
Some analysts believe the type of analysis I'm about to share
below is flawed, due in part because it does not visibly account
for play-calling in neutral or relatively neutral game scripts
(when the conditions are best suited for a play-caller to remain
in his comfort zone - tied or within one score - as opposed to
passing the ball to catch up or running the ball to protect the
lead - situations in which the play-caller's hand is forced a
bit). Perhaps at some point in the near future I will start working
in metrics such as the previous year's pace of play and yards
gained per drive into the following season's rankings, but I find
many of them to be more telling and impactful during the season
and extremely difficult to use for predictive purposes - at least
when it comes to organizing fantasy players.
The long and short of it is this: Play-callers and quarterbacks
are primarily responsible for getting the ball in the hands of
their playmakers and that doesn't happen by accident. It is one
thing to say Saquon Barkley is going to get nearly 70 percent
of his backfield's carries or DeAndre Hopkins will see 25 percent
of his team's targets, but is there any recent historical precedent
for that?
This week and next, I will attempt to provide each of you 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 is 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 three 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.
Roman's track record as a play-caller is pretty straightforward:
his teams will run the ball as much and for about as many yards
as any team in the league. From Alex Smith to Colin Kaepernick to
Tyrod Taylor, he's always had a quarterback capable of making plays
with his legs, although his run-heavy tendencies started even before
Kaepernick did his part to usher in the zone-read back in 2012.
There's little question that while all three of the aforementioned
quarterbacks were above-average athletes, none of them were quite
the threat to consistently break long runs like Lamar Jackson. Roman's
first five offenses - he was fired early in his second season with
the Bills - finished inside the top 10 in rush attempts and yards
and outside the top 20 every year in pass attempts and yards. The
2015 season is probably a good representation of what Roman would
like to see in 2019. That year, the Bills ran the ball 509 times
even though no individual finished with more than 203 carries. Injuries
to McCoy and Taylor certainly played a role in keeping the individual
rush attempt totals and carry shares down, but the average carries/game
was still reasonable. (McCoy - 16.9, Taylor - 7.4, Williams - 8.5).
Those kind of marks are entirely reasonable for this year's Ravens,
with Ingram pushing for roughly 16 carries per game, while Jackson
gets 10 and Justice Hill ends up with about eight.
It is also interesting to note Roman was in charge when Watkins
enjoyed his best fantasy season. However, it should go without
saying that any team running the ball 500-plus times typically
won't have enough volume in the passing game to make more than
one receiver viable in fantasy unless it overcompensates. It's
important to mention that since Woods' 17.3 percent target share
looks very good without context, but it only amounted to 47 catches
for 552 yards and three scores on 80 targets. Taylor completed
63.7 percent of his passes in 2015, so even if Jackson makes a
huge jump in the accuracy department, it's still going to be hard
for more than one pass-catcher to be an every-week fantasy starter.
Buffalo OC Brian Daboll
Daboll (BUF) 2018
Pos
Player
Carry
Share
Target
Share
467
477
QB1
Josh Allen
19.1%
0.2%
RB1
LeSean McCoy
34.5%
9.6%
RB2
Chris Ivory
24.6%
4.4%
RB3
Marcus Murphy
11.1%
4.0%
WR1
Zay Jones
0.2%
21.4%
WR2
Kelvin Benjamin
0.0%
13.0%
WR3
Robert Foster
0.0%
9.2%
TE1
Charles Clay
0.0%
7.5%
Daboll did not change his stripes much in 2018 from his previous
four years as an offensive coordinator (Cleveland in 2009-10,
Miami in 2011 and Kansas City in 2012). Those offenses registered
top-six finishes in rushing attempts three times and top-11 finishes
in rushing yards three times. Last season's Bills made him 4-for-5
in each category, as Buffalo ranked sixth with 468 carries and
ninth with 1,984 yards rushing. Considering the number of injuries
he dealt with throughout the season and the fact he had a rookie
quarterback who completed 52.6 percent of his passes for most
of that run, he generally made the most of what he had to work
with in his first season with the team.
Given the aforementioned injuries and amount of personnel turnover
this offseason, I'm not exactly sure we can conclude much from
last year's percentages. Following the additions of Frank Gore
and Devin Singletary, it seems logical the Bills will employ some
form of committee backfield approach. Gore should probably be
considered the favorite in four-minute situations as well as short-yardage
and goal-line duties since he is more of an inside-the-guards
runner, while Singletary could very well be the "breather
back" considering he is a younger - albeit less explosive
- version of McCoy. The Bills will be playing with fire if they
ask Allen to run much more than the 7.4 attempts per game he averaged
as a rookie. History says he's not going to do what he did on
the ground again; last year marked only the 21st instance in league
history that a quarterback ran for at least 600 yards - 12 of
those instances coming from Randall Cunningham, Cam Newton and
Michael Vick (four apiece). While the additions of John Brown
and Cole Beasley figure to help Allen complete a higher percentage
of his passes, they also will almost certainly render last year's
target shares moot.
Cincinnati OC Bill Lazor
Taylor served as the quarterback coach for the Dolphins from
2013-15 - taking over as the interim offensive coordinator late
in the 2015 season - before heading to the University of Cincinnati
for a season. He returned to the NFL as the assistant receivers
coach in Los Angeles under Sean McVay before becoming the quarterback
coach in 2018. That is the extent of his pro coaching and/or coordinating
experience. It's probably safe to say he was hired with the idea
he would be able to install an offense similar to the one McVay
has built for the Rams - one capable of playing with pace and
reliant on play-action.
We can assume Taylor was more influenced by his time with the
Rams than any of his other stops, making it reasonable to believe
he shares at least some of McVay's principles, such as a 1-2 punch
at running back if he has the horses. While it may be too much
to ask for Joe Mixon to match Todd Gurley's 61.5 percent carry
share and 17.1 percent target share from 2018, it'd be surprising
if those respective marks fell much lower than 50 and 13 for Mixon
in 2019. Considering how much McVay has wanted a dynamic change-of-pace
back since arriving in LA, would it be unreasonable to believe
Taylor will use Giovani Bernard more than expected since he already
has one at his disposal? One of the hallmarks of McVay's passing
games has been balance, although he never had anyone quite like
A.J. Green. So while the seven-time Pro Bowler probably won't
see the 25-30 percent target shares he's become accustomed to
under previous play-callers, he's a good bet to remain in the
low-to-mid 20s. It will be interesting to see if Tyler Boyd occupies
more of the Robert Woods or Cooper Kupp role in this offense.
He probably won't see a repeat of last year's 20.4 percent target
share, although the falloff shouldn't too dramatic. Expect John
Ross to be the jet-sweep "eye candy" if Taylor goes
all-in on trying to emulate McVay, but the former first-round
pick has to stay healthy long enough for it to matter; if he can,
he has some appeal as the Sammy Watkins/Brandin Cooks vertical
threat that has thrived under McVay.
Cleveland HC Freddie Kitchens
Kitchens (CLE)
2018 - 8 games
Pos
Player
Carry
Share
Target
Share
189
262
QB1
Baker Mayfield
12.7%
0.4%
RB1
Nick Chubb
74.1%
8.8%
RB2
Duke Johnson
9.5%
12.6%
WR1
Jarvis Landry
1.6%
21.0%
WR2
Antonio Callaway
0.0%
13.0%
WR3
Rashard Higgins
0.0%
11.8%
TE1
David Njoku
0.0%
14.1%
Unfortunately, there's only half of a season to work with on Kitchens,
who is expected to preside over one of the best offenses in the
league in 2019. Never mind the fact the Browns added one of the
league's top target hogs in Odell Beckham Jr., basically throwing
any potential meaningful target share conclusions out the window.
On the bright side, that's exactly eight recent games more than
we have on two of the three teams I've just discussed. It is interesting
to note during Kitchens' run as the play-caller, five players saw
target shares of at least 11.8 percent and seven had at least 8.8.
If Chubb's 74.1 percent carry share looks massive, it's because
it is. Anything over 60 is what fantasy owners like to see and 70-plus
is well into workhorse/bell-cow territory. (As a point of reference,
Le'Veon Bell was at 73.5 for Pittsburgh in 2017.) It seems clear
Johnson isn't going to threaten that his workload very much. The
return of Kareem Hunt around midseason certainly dampens his outlook,
but we have no idea what Cleveland has in mind for him either. It's
fair to say there may no amount of offensive coordinator history
that would allow us to get a great read on this particular situation.
OBJ seems like a relatively safe bet to match and likely exceed
Landry's 21 percent target share from last season, but what happens
after that? A nick chunk - 20.6 percent, to be exact - is available
after Perriman left for Tampa Bay and Higgins was bumped down
the depth chart following Beckham's arrival. In theory, most of
those looks could be redistributed to OBJ (and leave Landry most
unaffected), but the odds are strong everyone else will take a
hit, especially if Beckham draws about 25 percent of the looks.
Johnson would seem to be an obvious candidate for a decline, as
would Callaway, who is now the clear No. 3 option instead of a
part-time starter. The wild-card in this bunch is Njoku. Even
though Cleveland will almost certainly fashion itself as a physical
running team, does it really make sense to not feature a 6-4,
246-pound athletic marvel who can jump like crazy near the goal
line? At this point, however, he seems unlikely to see 14.1 percent
of the targets in 2019.
Denver OC Rich Scangarello
A big part of the reason why Scangarello ended up in San Francisco
working under Kyle Shanahan was perhaps no one studied his offenses
more than the new Broncos offensive coordinator. Beginning roughly
10 years ago when Shanahan was with the Texans and Scangarello
was an assistant with the Raiders, the latter loved how the former
took the zone scheme to another level. Scangarello later became
an assistant under Shanahan in Atlanta in 2015 before serving
as his quarterback coach in San Francisco the last two seasons.
Make no mistake about it; Denver's 2019 offense will share many
similarities with the 49ers. Let's assume for the sake of argument
that Scangarello's views on playing time distribution for running
backs or target distribution at receiver line up with Shanahan's
as well. Prior to San Francisco losing just about every running
back to injury at some point last year, Shanahan's previous three
offenses saw one running back enjoy a carry share at least 53.9
percent. Whether that's feasible or not in Denver is another story.
First and foremost, Phillip Lindsay was limited to individual
drills this spring after undergoing wrist surgery, so he figures
to be a bit behind the curve when he begins camp. People also
need to remember Royce Freeman didn't lose the job so much last
season as Lindsay took it from him. It's a good bet Freeman ran
more outside zone at Oregon than Lindsay did in Colorado. (Scangarello's
scheme will almost certainly mimic Shanahan's, which features
outside zone runs. Owners should keep in mind few runners were
more north-south last season than Lindsay.) Another issue is whether
or not someone Lindsay's size (190 pounds) can consistently handle
a heavy workload, year after year. Shanahan's offenses have never
afraid to feature one receiver if it made sense to do so (i.e.
Julio Jones, Pierre Garcon), but it might be a bit much to say
they ever forced the issue in that regard. The latter figures
to apply to the 2019 Broncos. Courtland Sutton has a decent chance
of becoming a target hog down the road and should mesh well with
Joe Flacco given their strengths, but there's so much we don't
know yet. For example, how healthy will Emmanuel Sanders be? How
much will Joe Flacco lean on his tight end? In short, there is
a lot working against any other Denver receiver amassing a plus-20
percent target share this fall.
Houston HC Bill O'Brien
O'Brien (HOU)
2018
O'Brien (HOU)
2017
Pos
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
472
494
448
516
QB1
Deshaun Watson
21.0%
0.0%
Deshaun Watson
8.0%
0.0%
RB1
Lamar Miller
44.5%
7.1%
Lamar Miller
53.1%
8.7%
RB2
Alfred Blue
31.8%
5.5%
D'Onta Foreman
17.4%
1.6%
RB3
Alfred Blue
15.8%
1.7%
WR1
DeAndre Hopkins
0.2%
33.0%
DeAndre Hopkins
0.0%
33.7%
WR2
Will Fuller
0.0%
9.1%
Bruce Ellington
0.7%
11.0%
WR3
Keke Coutee
0.6%
8.3%
Will Fuller
0.4%
9.7%
TE1
Ryan Griffin
0.0%
8.7%
Stephen Anderson
0.0%
10.1%
The 2017 Texans ran 448 times - the fewest of any of O'Brien's
teams as the head honcho in Houston. Last year's squad attempted
472 runs. Miller's 44.5 percent carry share was easily the lowest
during his time with the Texans. A contributing factor behind
that low mark was Watson staying healthy enough all season to
finish with 21 percent of the rushing attempts. Another factor
was the continued inexplicable desire to feed Blue the ball. Even
with Blue's departure, it would be a surprise if Miller wasn't
a sub-50 percent carry share back again this season, if only because
he is bound to lose more work to Foreman - especially if he is
as healthy and looks as good as is being reported - than he did
to Blue.
For most of his time in Houston, O'Brien hasn't had a full cast
of characters in the passing game - a whole lot of Hopkins and
not much of anything else. To that end, Hopkins has amassed a
ridiculous target share of at least 33 percent in consecutive
years and over 30 percent in three of the last four seasons. It's
hard to imagine that number dropping much below 26 or 27 percent
even if Fuller and/or Coutee stay healthy all year. It gets interesting
after that. In the six regular-season games Coutee played, Hopkins
only saw 10 more targets than the rookie. If we add in the playoff
loss to the Colts, the gap is six - or less than one target per
game. (Yes, I know a ton of those targets came in two games against
the Colts.) Most owners are well aware of the connection Watson
has with Fuller, catching 11 touchdowns in 11 games when the pair
is able to play together. While Coutee hasn't played long enough
to draw an "injury-prone" label yet, Fuller has. If
Fuller struggles to stay on the field yet again - he's played
in fewer games each year of his career (from 14 to 10 to seven)
- then Fuller's 15.9 percent target share from 2016 should be
Coutee's floor. It's more likely he'd find himself in the 20s.
The Texans target the tight end enough (20.9 percent between three
players); the problem has been getting one to grab the starting
job and hold it. The talent is on the roster now, but it's all
very young.
Indianapolis HC Frank Reich
Reich (IND) 2018
Pos
Player
Carry
Share
Target
Share
408
634
RB1
Marlon Mack
47.8%
4.1%
RB2
Nyheim Hines
20.8%
12.8%
WR1
T.Y. Hilton
0.0%
18.9%
WR2
Chester Rogers
0.2%
11.4%
WR3
Ryan Grant
0.0%
8.2%
TE1
Eric Ebron
0.7%
17.4%
TE2
Jack Doyle
0.0%
5.2%
Last year was Reich's first real shot at calling plays, and it
would appear at first blush he prefers the same kind of offensive
balance he witnessed under Doug Pederson in Philadelphia. While
that may be true, injuries were a key part of the Colts' season.
To that end, there's a decent chance at least three of the four
pass-catchers who ranked between fourth and seventh in target
share might not be on the team in 2019. Had Hilton not missed
two games and been bothered by a high-ankle sprain in several
others, his target share would have likely been well over 20 percent.
Pederson's love for using his tight ends - especially in the red
zone - also seemed to rub off on Reich. Ebron's 21 targets inside
the 20 ranked second among all tight ends, while his 11 red zone
scores ranked second in the league regardless of position. In
total, 26.5 percent of all the Colts' targets went to tight ends.
That number could stay roughly the same in 2019, but don't expect
Ebron to match his 17.4 percent share. Doyle will be over 10 percent
if he can play more than six games, while Mo Alie-Cox figures
to see more action after turning heads during the offseason program.
The biggest change, however, may be an overall drop in volume
from the passing game. If the defense improves and the Colts'
sport a top-five running game like Reich wants, they won't be
attempting 634 throws again.
Another candidate for a decline in terms of overall usage is
Hines, who benefited as much as anyone from the complete lack
of healthy bodies last season. With rookie Parris Campbell's ability
to make big plays on the short stuff, Hines will be lucky to get
a 10 percent target share. Given his general lack of effectiveness
as a runner, Hines' 20.8 percent carry share is bound to come
down as well. Mack's 47.8 carry share is actually quite impressive
for a back who played 12 games. With virtually no real competition
on the roster, he's a strong candidate for roughly 230 carries
if he can hold up. Even better, Mack gets to run behind one of
the league's best lines, meaning efficiency should not be an issue.
Jacksonville OC John DeFilippo
DeFilippo (MIN)
2018 - 13 games
Pos
Player
Carry
Share
Target
Share
274
513
RB1
Latavius Murray
41.6%
4.7%
RB2
Dalvin Cook
31.8%
7.6%
WR1
Adam Thielen
1.1%
27.5%
WR2
Stefon Diggs
3.3%
24.6%
WR3
Laquon Treadwell
0.0%
9.7%
TE1
Kyle Rudolph
0.0%
12.7%
In 13 games before getting fired with the Vikings, DeFilippo
dialed up 524 pass attempts (513 targets) versus only 274 rushing
attempts. He might have been working against HC Mike Zimmer's
wishes when it comes to building around a rushing attack but was
probably doing the right thing by going pass-heavy given Minnesota's
personnel. (Let's not forget Cook wasn't really truly healthy
until midseason, giving DeFilippo no more than five games to adjust
his offense to having one of the game's top big-play backs in
the fold.) Owners should work under the assumption DeFilippo was
catering his game-calling to his personnel, which is going to
be paramount if he hopes to stay in Jacksonville for more than
a year. Nick Foles isn't Kirk Cousins, none of the Jaguars' receivers
are Diggs or Thielen and the combination of Geoff Swaim and Josh
Oliver does not equal Rudolph. There is even a fair debate to
be had about Cook versus Leonard Fournette, but I digress. In
case it wasn't obvious, I'm not sure there's much we can take
from either one of DeFilippo's previous two one-year stints as
an NFL play-caller, although his resume so far makes it look like
he loves the passing game, albeit without proper context. (His
hand was also forced a bit in Cleveland as well.)
Kansas City HC Andy Reid
Reid 2018
Reid 2017
Reid 2016
Pos
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
387
564
432
588
411
536
RB1
Kareem Hunt
44.7%
6.6%
Kareem Hunt
67.2%
11.9%
Spencer Ware
52.1%
7.8%
RB2
Spencer Ware
14.8%
4.4%
Charcandrick West
4.4%
6.4%
Charcandrick West
21.4%
6.3%
RB3
Damien Williams
12.3%
4.5%
WR1
Tyreek Hill
5.4%
25.9%
Tyreek Hill
4.2%
19.9%
Tyreek Hill
5.8%
15.5%
WR2
Sammy Watkins
1.2%
10.4%
Albert Wilson
0.7%
11.7%
Jeremy Maclin
0.2%
14.2%
WR3
Chris Conley
0.0%
9.8%
Demarcus Robinson
0.0%
7.4%
Chris Conley
0.0%
12.9%
TE1
Travis Kelce
0.0%
28.4%
Travis Kelce
0.5%
23.1%
Travis Kelce
0.2%
21.8%
For all the fantasy production Reid gets out of his running backs,
some might find it interesting that 2017-18 marked the first time
since 2013-14 that the same back led the Chiefs in carry share
in consecutive seasons. Avid supporters of Williams may be encouraged
by that since he didn't come close to pacing Kansas City in 2018,
but I tend to believe the year-to-year turnover is just another
reason to be skeptical about him. I do not question his ability
to be Reid's next fantasy monster at running back (anyone who
watched him with an open mind late last year could see he has
talent); I DO question his ability to handle the workload. In
five pro seasons, he has never amassed more than 73 touches in
the regular season. His biggest workload at Oklahoma … 210
touches. We have to go back to 2011 at Arizona Western to find
the one and only season in which he exceeded 210 touches after
his high school days. It's worth noting, however, that Reid's
running backs rarely ever top 400 touches as a group.
Perhaps the most consistent trend in the Chiefs' offense in recent
years has been the fact Kelce has not experienced a target share
of lower than 21.8 in any of the last four seasons. Most of the
league's starting tight ends struggle to get 12 percent, so Kelce's
usual share is about twice as high. Hill also had a target share
of over 25 percent, matching the number of instances in which
a Reid-coached offense in Kansas City had a wide receiver go over
20 percent (Jeremy Maclin, 2015). Hill's likely suspension obviously
figures to bring him down closer to 20 percent in 2019. Watkins'
10.4 percent target share looks weak until we consider he essentially
missed half of the season due to injuries (two early exits in
his 10 games played). Projecting statistics is never as easy as
saying a player with an injury history like Watkins' will suddenly
play all 16 games, but he would have probably been a lock for
70 catches and a 20 percent target share had he played all season.
Last year's marks only figure to increase significantly if Hill
is forced to sit out at least four games. Unfortunately for owners,
Hill's questionable status makes it almost useless to draw meaningful
conclusions at this point in time.
Los Angeles
Chargers OC Ken Whisenhunt
Whisenhunt (LAC)
2018
Whisenhunt (LAC)
2017
Mike McCoy/Whisenhunt
(SD) 2016
Pos
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
399
506
419
570
374
556
RB1
Melvin Gordon
43.9%
13.0%
Melvin Gordon
67.8%
14.6%
Melvin Gordon
67.9%
10.3%
RB2
Austin Ekeler
26.6%
10.5%
Austin Ekeler
11.2%
6.1%
Kenneth Farrow
16.0%
2.9%
RB3
Justin Jackson
12.5%
3.8%
Keenan Allen
0.5%
27.9%
Tyrell Williams
0.0%
21.4%
WR1
Keenan Allen
2.3%
26.9%
Tyrell Williams
0.0%
12.1%
Dontrelle Inman
0.0%
17.4%
WR2
Mike Williams
1.8%
13.0%
Travis Benjamin
3.1%
10.9%
Travis Benjamin
0.5%
13.5%
WR3
Tyrell Williams
0.5%
12.8%
Hunter Henry
0.0%
10.9%
Antonio Gates
0.0%
16.7%
TE1
Antonio Gates
0.0%
8.9%
Antonio Gates
0.0%
9.1%
Hunter Henry
0.0%
9.5%
Were it not for a ridiculous
trick play the Chargers ran as they were having their way
with Arizona in Week 12, it is possible Gordon could have set
career highs pretty much across the board. Instead, he was really
never quite the same after returning. It also cost him an opportunity
to handle at least 67.8 percent of the carry share for a third
straight season. Be that as it may, Gordon is the clear workhorse
in this backfield even though Ekeler will probably push for a
carry share in the high teens. Considering Los Angeles' backfield
accounted for more fantasy points last season - and, by extension,
was more productive in the real game - than in any year since
LaDainian Tomlinson's record-setting year of 2006, it stands to
reason the Chargers will probably choose to keep things pretty
much the same. All in all, it should business as usual in Los
Angeles as long as everybody stays healthy.
Where things get a bit more interesting is in the passing game.
Tyrell Williams' 12.8 percent target share and Gates' 8.9 are
gone, but Gordon and Ekeler will almost certainly account for
about 23-25 percent of the target share again. Allen will grab
at least another 25 percent. Henry seems like a good bet to absorb
the looks Gates leaves behind and finish around 13 percent. Does
Mike Williams get the remaining six or seven percent left behind
by Tyrell Williams and Gates, pushing him close to 20 percent?
I don't think he'll get quite there, as Benjamin was easily over
10 percent in each of his first two years with the Chargers. However,
it's important to remember Mike Williams did a ton of damage with
13 percent of the target share, so even a slight bump of 3-4 percent
is could result in something close to 55-60 catches, 850 yards
and 10-12 TDs. He may never be a high-volume receiver for as long
as the Chargers remain loaded on offense, but he will almost certainly
be a high-efficiency wideout.
Miami OC Chad O'Shea
Welcome to Foxboro South. Versatility will be at a premium. As
someone who has spent nearly half of his coaching career in New
England, O'Shea is well-versed in "the more you can do"
mindset preached by Bill Belichick. In a year or two, it is likely
Miami will be utilizing three backs on a fairly regular basis.
I'm not sure that is going to be the case this season, however.
Ballage has proven to be little more than a boom-or-bust runner
throughout college and pro career. He's the only legitimate competition
for Drake, who might actually have the edge over Ballage in almost
every single meaningful and important trait for a running back.
One of the reasons New England boasts one of the most productive
fantasy backfields every year is the team's usage of a back like
James White in space. Drake is a rich man's version of White,
so owners should expect Drake to be heavily involved and finish
with a target share in the neighborhood of White in 2016 (15.8).
Considering the lack of proven playmakers at receiver, that number
could move closer to White's target share of 22.1 last year.
It makes sense that Albert Wilson - assuming he's healthy - will
get the first crack at playing the Julian Edelman role in South
Beach. When Edelman's been healthy, he's usually been in line
for at least 20 percent of the targets. Wilson shouldn't be expected
to reach those heights, but he could surprise. DeVante Parker
will probably be given the opportunity to mimic Randy Moss and/or
Josh Gordon, but it remains to be seen if Parker can stay healthy
long enough to fill those shoes. In Miami's dream scenario, Kenny
Stills will serve as a high-end version of Phillip Dorsett and/or
Chris Hogan. The wild-card is Mike Gesicki. No one is expecting
him to be the second coming of Rob Gronkowski, but last year was
inexcusable for such a highly talented player. One explanation
for his disappointing season? Asking a player drafted for his
receiving talents to block nearly half the time. Gesicki blocked
on 53 pass plays and 123 running plays on 400 total offensive
snaps per Pro Football Focus, meaning the Penn State product was
asked to stay in 44 percent of the time. It's not hard to imagine
a scenario in which Gesicki pushes for 14 percent of the target
share, especially since Dwayne Allen was added. Allen is generally
considered among the better blockers at his position in the league.
New England OC Josh McDaniels
McDaniels 2018
McDaniels 2016
McDaniels 2015
Pos
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
478
556
448
584
482
546
RB1
Sony Michel
43.7%
2.0%
Dion Lewis
40.2%
6.0%
LeGarrette Blount
62.0%
1.5%
RB2
James White
19.7%
22.1%
Mike Gillislee
23.2%
0.2%
Dion Lewis
13.3%
4.4%
RB3
Rex Burkhead
11.9%
3.6%
Rex Burkhead
14.3%
6.2%
James White
8.1%
15.8%
RB4
Cordarrelle Patterson
8.8%
5.0%
James White
9.6%
12.3%
Julian Edelman
2.5%
29.1%
WR1
Julian Edelman
1.9%
19.4%
Brandin Cooks
2.0%
19.5%
Chris Hogan
0.6%
10.6%
WR2
Josh Gordon
0.0%
12.2%
Danny Amendola
0.0%
14.7%
Malcolm Mitchell
0.0%
8.8%
WR3
Phillip Dorsett
0.8%
7.6%
Chris Hogan
0.7%
10.1%
Martellus Bennett
0.4%
13.4%
TE1
Rob Gronkowski
0.0%
12.9%
Rob Gronkowski
0.0%
18.0%
Rob Gronkowski
0.0%
7.0%
Somewhat surprisingly, last year was pretty much par for the
course when it comes to backfield distribution. For the third
time in four years, three backs handled at least 11.9 percent
of the carries. Michel's 43.7 percent carry share was actually
the second-highest mark by a Patriots lead running back going
back to at least 2013, topped only by LeGarrette Blount's 62 percent
in 2016. Michel could have finished somewhere in the mid-50s had
he hadn't missed three games. With that said, it seems highly
unlikely he'll come close to that mark again after New England
drafted Damien Harris in the third round this spring. It would
not surprise me if Michel finished in the high 30s and Harris
in the high 20s. White saw more action than ever, as his 19.7
percent carry share more than doubled his previous best mark.
Owners are almost certain to overreact to his 2018 production;
last season was a perfect storm in many ways for him. (More on
that in a bit.)
Going back to 2013 with my target analysis with some of these
teams, I cannot recall ever seeing a running back coming anywhere
close to a 22.1 percent target share. If owners want to believe
that is the new norm, let them draft White in the third and fourth
round. Edelman was suspended four games, Gronkowski was rarely
ever healthy, Burkhead was hurt and the Gordon experiment was
short-lived, leaving Tom Brady with virtually no one he could
trust to get open quickly. Perhaps more than anyone else, White
benefited the most from Gronk's decline. Even though Gronk is
now retired, it is extremely unlikely White is going to get 100
targets in 2019 - much less repeat the 123 he saw in 2018 - if
only because New England doesn't have near the injury/personnel
concerns that it did last fall. Edelman will continue to be a
target hog and finish somewhere in the low-to-mid 20s if he can
play every game. N'Keal Harry's floor should be Gordon's 12.2
percent target share from a year ago, while his ceiling could
be around 20 percent if Gordon is ultimately not reinstated. Gordon's
floor should be 16-18 percent in the unlikely event he is good
to go for Week 1 and can play a full season. The targets left
behind by Gronkowski should be split up among Harry, Matt LaCosse
and Ben Watson.
New York
Jets OC Adam Gase
Gase (MIA) 2018
Gase (MIA) 2017
Gase (MIA) 2016
Pos
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
Player
Carry
Share
Target
Share
371
435
360
586
404
467
RB1
Frank Gore
42.0%
3.7%
Jay Ajayi
38.3%
3.4%
Jay Ajayi
64.4%
7.5%
RB2
Kenyan Drake
32.3%
16.8%
Kenyan Drake
36.9%
8.2%
Damien Williams
8.7%
6.9%
WR1
Danny Amendola
0.3%
18.2%
Jarvis Landry
0.3%
27.5%
Jarvis Landry
1.2%
28.1%
WR2
Kenny Stills
0.0%
14.7%
Kenny Stills
0.0%
17.9%
DeVante Parker
0.0%
18.6%
WR3
DeVante Parker
0.0%
10.8%
DeVante Parker
0.0%
16.4%
Kenny Stills
0.0%
17.3%
WR4
Albert Wilson
2.2%
8.0%
TE1
Mike Gesicki
0.0%
7.4%
Julius Thomas
0.0%
10.6%
Dion Sims
0.0%
7.5%
Gase hasn't had much use for a bell-cow back for most of his
six seasons as a head coach and/or offensive coordinator, as only
did Jay Ajayi (62 percent) had a carry share of more than 46.6
percent over the last five years. Even when it seemed obvious
Drake should see more opportunities as a runner, Gase was hesitant
to give him more than 15 touches. Enter Le'Veon Bell, whose massive
workloads in Pittsburgh recently had him believing he was going
to reset the market at his position. Common sense suggests Bell
will enjoy an Ajayi (circa 2016)-like 64.4 percent carry share,
which illustrates Gase can ride one back if he wants. The new
regime seems to really like Ty Montgomery, however, so it would
be an upset if Bell came anywhere close to the 73.5 percent carry
share he enjoyed in 2017, especially given Gase's history.
Of the five previous passing games Gase has been in charge of,
this year's Jets are probably the most like the 2015 Bears. Alshon
Jeffery was well on his way to a 30-percent target share that
season but only played nine games (still finished with an 18.1
percent share). While it is doubtful Robby Anderson will come
anywhere close to that first mark, he's also the best fit for
that role and should push for 20 percent of the target share.
Crowder should be the second-most targeted receiver on this team,
especially considering how much Sam Darnold turned to his slot
receivers as a rookie. Quincy Enunwa's optimal fit is in the slot
as well, but he's probably not going to get much time there and
could struggle to see more than 10 percent of the looks as a result.
Another interesting Bears-to-Jets comparison is Chris Herndon
to Martellus Bennett, who attracted 15.4 percent of the targets
for Chicago that season. That's a high bar for Herndon, but it
was Gase who referred to the second-year tight end as a "unicorn
type player" who can "do all three phases of the game."
His likely two-game suspension figures to rob him of any chance
of reaching 15 percent, but he's a strong candidate to finish
right behind Anderson and Crowder in targets and catches among
Jets' receivers and tight ends.
Oakland HC Jon Gruden
Gruden (OAK) 2018
Pos
Player
Carry
Share
Target
Share
387
529
RB1
Doug Martin
44.4%
4.5%
RB2
Marshawn Lynch
23.3%
3.8%
RB3
Jalen Richard
14.2%
15.3%
WR1
Jordy Nelson
0.3%
16.6%
WR2
Seth Roberts
0.8%
12.1%
WR3
Amari Cooper
0.3%
5.9%
TE1
Jared Cook
0.0%
19.1%
It's probably not wise to try to read very much into last year's
numbers with the Raiders. They lost their featured back (Lynch)
and their best receiver (Cooper) got traded around midseason.
Going beyond the personnel losses, the defense was horrible as
well, so the target-to-carry ratio of 529:387 is unlikely to be
repeated. A jumping off point in terms of projecting carries for
Josh Jacobs is around 240, considering Martin and Lynch combined
for 262 on a team that played with so much negative game script.
Martin is back, but it seems unlikely he'll see much more than
five carries per game as long as Jacobs is healthy. A repeat of
Richard's 55 rush attempts sounds about right, but his carry share
of 14.2 percent is bound to come down as well - if only because
the team's overall volume will increase.
Gruden's last three offenses in Tampa Bay (2006-08) each had
a receiver with at least a 20 percent target share (high was 27.1
by Joey Galloway in 2006), including two over 25. Not that there
was any question Antonio Brown was going to get fed, but it's
good to know Gruden has a history with high-volume wideouts. Galloway's
2006 target share should probably be the floor for Brown. If we
use Nelson as the blueprint (since he was Cooper's sidekick in
theory for almost half of the season), it's telling Nelson saw
more than four targets only twice in his first 10 games. Williams
is more than just a deep threat, but I think he'll be lucky to
see more than 15 percent of the targets. Running backs saw exactly
25 percent of the looks last season under Gruden, led by Richard's
15.3. Maybe the running backs get targeted a bit less in 2019,
but not by much. Perhaps Richard checks in around 11-12 percent
and Jacobs settles in around 9-10, but I can't imagine either
back getting to Richard's 81 targets from a season ago. Darren
Waller isn't going to anywhere close to Cook's 19.1 percent target
share - if only because there are too many other good options
on this offense now. With that said, he possesses enough big-play
capability that he could push for low-end TE1 status on occasion
even on about 10 percent target share.
Pittsburgh OC Randy Fichtner
Fichtner (PIT)
2018
Pos
Player
Carry
Share
Target
Share
345
676
RB1
James Conner
62.3%
10.5%
RB2
Jaylen Samuels
16.2%
4.3%
WR1
Antonio Brown
0.0%
24.9%
WR2
JuJu Smith-Schuster
0.3%
24.6%
WR3
Ryan Switzer
1.7%
6.5%
WR4
James Washington
0.0%
5.6%
TE1
Vance McDonald
0.0%
10.7%
The Steelers probably aren't going to throw 687 passes again.
It is a virtual certainty they won't settle for only 345 rushing
attempts - including a measly 301 by running backs. Bear in mind
that Brown's 168 targets have to go somewhere else; it's fair
to assume at least a quarter of those will be run plays. Improved
depth will probably keep Conner from reaching a 62.3 percent carry
share again this season, but it's important to note he hit that
mark last year despite missing three games. There has been much
made about Conner becoming more of a lead back - as opposed to
a feature back - role this season, but Pittsburgh has long been
a one-back operation. I believe the Week 17 game was telling in
terms of what the Steelers will do this season; in a must-win
game with Conner not completely healthy after a three-week absence
and Samuels proving to be a capable fill-in, Conner handled 17
touches to Samuels' nine. I think that game represents Conner's
floor and Samuels' ceiling for touches when both are healthy.
I cannot ever recall one team having two wide receivers draw
at least 24 percent of the targets in the same season. It won't
happen again in Pittsburgh anytime soon. While Smith-Schuster
should be a lock for another 160 or so targets, expect the complementary
players such as Washington, Donte Moncrief and McDonald to pick
up the 120 or so remaining targets after the running backs get
their aforementioned extra carries. Moncrief clearly seems to
have built a quick rapport with Roethlisberger and is a strong
candidate for at least 80 targets if he can stay on the field,
which would leave McDonald and Washington to split about 40. After
one season of good health, owners have forgotten McDonald's durability
issues. He's a reasonable bet to see his target share go up to
14-15, but he's also played more than 10 games only twice in six
seasons. Washington is a huge wild-card in that he could occupy
the Martavis Bryant role in this offense. However, he'll need
to ball out to go much higher than 10 percent barring an injury
to Moncrief. We haven't even discussed the running backs, who
will probably push for 20 percent of the target share after seeing
16.3 percent in 2018. Don’t forget Pittsburgh will also
want to try to develop rookie Diontae Johnson as well.
Tennessee OC Arthur Smith
The Titans opted for continuity with Smith, who will call plays
for the first time at any level this season. It is assumed he'll
keep Matt LaFleur's offense in place, but how much of an expert
can he be in that offense with only one year of exposure to it?
Prior to last season, Smith was the tight ends coach under Terry
Robiskie and the conclusion of "exotic smashmouth."
For what it's worth, he is the longest-tenured member of the coaching
staff by far, starting in 2011. Smith will try to recreate the
formula that helped the team go 4-1 down the stretch. In that
time, Henry handled 97 of the backfield's 123 carries. Tennessee
has made no secret it intends to make him a big part of the offense
again this year. So without another back on the roster like him,
the Titans could easily ask him to handle upwards of 70 percent
of the carry share in 2019. Dion Lewis should get more than 25
or 30 percent of the carries, but I only think that happens if
Henry gets hurt.
Davis has almost zero chance of matching last year's 26.4 percent
target share. The same goes for Lewis' 15.8 percent. Walker's
lowest target share since becoming a Titan is 16.3 percent (2013);
he was at 21 percent or higher every other year until getting
hurt in the opener last season. Expect a first-time play-caller
who has coached Walker in some form since he arrived from San
Francisco to lean on his veteran tight end. A.J. Brown is a viable
threat to take over the lead receiver role at some point; it would
be an upset if he doesn't get at least 15 percent of the looks.
Adam Humphries' arrival adds even more legitimate competition
for targets; 10 percent of the share should be a given for him.
In the end, I fully expect Walker - even at his advanced age of
35 (in August) - to lead the team in targets if he is completely
recovered from his ankle injury and handle about 18 percent of
the looks. Davis and Brown shouldn't finish too far behind that.
After those three, I expect a glut of players to be in the 8-10
neighborhood. That kind of balance might be good for fantasy owners
on an offense that attempts 600 passes, but Tennessee is one of
the least likely teams to throw that much. After all, the Titans
threw only 437 times in 2018.
Doug Orth has written for FF Today since 2006 and been featured in USA TODAY's Fantasy Football Preview magazine since 2010. He is also a high-stakes player who often appears as a guest analyst on a number of national sports radio shows, such as Sirius XM's "Fantasy Drive." Doug is also a member of the Fantasy Sports Writers Association.