Target and touch totals are important, but not as important as the market share. “Targets” is mostly a receiver stat (although there are some notable early exceptions). Touches are the currency of the running back.

What we’re doing is really simple. For pass-catchers, market share is targets divided by team pass attempts. For running backs, touches are divided by team plays from scrimmage (not team touches, to be clear).

Snap counts, depth of target and type of touch (running back receptions are far more valuable than carries) are also important but will generally not be discussed here. This is pure market share. Consider this a primary tool for assessing waivers and trades.

Here’s the list. Be sure to select the current week, though all the weeks of the season will be archived, so you can get a multi-week sample on a player if you so desire. Also, I put great thought into providing these stats weekly. The objective is to respond quickly to present trends. Yearly stats smooth out to a somewhat meaningless middle. As our Gene McCaffrey so wisely says, “To be very right, you have to be willing to be very wrong.”

Note: This is the last “Market Share Report” for 2025, but we’ll still have my Week 16 takeaways on Sunday, and look for a couple of additional wrap-up pieces on what went right and wrong this season in the coming weeks. 

Michael Carter was RB16 and should be picked up on waivers, as injuries have knocked out all his RB competition. He’s a sneaky game-winner in the semis (vs. SF) for Zero RB teams.

Jonathan Taylor is the RB1, and that means you have to start him, but the expected team touchdowns for the Colts with Philip Rivers are 1-to-2. So you pray for one score from Taylor, who carried us with three-TD games for weeks.

I didn’t get any complaints for stating Chris Rodriguez was a matchup-driven top-20 back, only to have Jacory Croskey-Merritt land there. That’s because I didn’t know pre-practice last Tuesday that Rodriguez was out. That recommendation, you all must have figured, was transferable to whoever started in his place.

D’Andre Swift was No. 13 and is about that in the weekly rankings, or at least in mine. He doesn’t get the short goal-line carries, but he does get red zone work. Many surviving teams drafted Swift as a Zero RB.

Tony Pollard was No. 11 and has been dynamic for two straight weeks. He’s a must-start now, especially since the Chiefs, his Week 16 opponent, may just pack it in since no one in the game has been in this position for the team.

RJ Harvey has been very solid and should be ranked around RB14, where he sits in the Week 15 market-share ranking.

I’d love to recommend Houston’s Jawhar Jordan, who looked good after Woody Marks’ latest injury. The Texans say Marks (ankle) could have returned if the game were close. But Marks gets hurt every week. Still, Jordan is a desperation play if Marks is active. If Marks is inactive, Jordan is a must-start.

Samaje Perine split carries with Chase Brown all game. The Bengals ran a lot of plays, mostly because the Ravens’ offense could not sustain drives (40 plays). Perine is probably a top-30 back in PPR rankings, which is fair. Brown takes a big hit, of course.

Devin Singletary (56th) seems to be on the outs again as the coaching staff can’t make up its mind. My guess is the team wants to see what they have in Tyrone Tracy, even though none of the coaches will be back — the GM is likely a goner, too. Tracy was 22nd and is heavily involved in the passing game as Jaxson Dart continues to struggle downfield. So put Tracy in the top 20 versus the Vikings, who run hot and lukewarm defensively.

Zay Flowers was No. 2 with a 42% share, but the bad news is that it was on just 12 passing attempts for the team and a mere 40 plays, a pathetic number. This Ravens offense is totally broken. The major issue is that Lamar Jackson is no longer very mobile (four sacks last week).

I think a 40% market share of 35 attempts for Harold Fannin is a bullish indicator, irrespective of actual performance. Start him this week against the Bills.

Dallas Goedert led the Eagles in target share and has nine TDs on the year. He’s a must-start, as he doesn’t need much volume to score. He’s actually the Eagles’ most likely TD scorer, as wild as that seems.

Mike Evans had the show-me week, and now we have to put him in all of our lineups. It would be unusual for an Evans team to make it to the semis, but I’m sure some of you are still alive.

Mack Hollins getting a team-high eight targets is being used to make the case that Drake Maye is the MVP. That’s a bad argument, but Hollins is a possible play if you have suffered a Davante Adams injury. I get that the Ravens’ defense has been good of late.

Rashee Rice has been the WR6 in PPR for the year, but the past two weeks, he’s been WR34. That’s going to get worse now. Not only is Patrick Mahomes out (ACL), but the level of competition is fierce, with Denver on tap in Week 17. I’d be looking elsewhere, even against the Titans in Week 16.

Speaking of guys you can bench, Justin Jefferson does nothing even when J.J. McCarthy plays OK. But the Giants are on tap, so you have to play Jefferson in Week 16 (not that many of you have made it here after drafting him). Jefferson did finish ninth in the model, which, if anything, is even more depressing.

We were lamenting the lack of downfield passing and a primary WR for Denver, but then they opened up the passing game and got Courtland Sutton (14th overall) involved heavily. Sutton shone in efficiency. The Jaguars are a tough defense and are at Denver this week, but Sutton has earned a start unless you’re loaded at WR.

You have to play Michael Wilson if Marvin Harrison is out, but we don’t have clarity there. If MHJ is in, Wilson becomes a more borderline starter, which seems absurd given his level of production of late.

The Falcons say they’re hopeful Drake London returns in Week 16, but that’s not enough to knock me off of Kyle Pitts. Like I said last week, Kirk Cousins has been heavily targeting Pitts, especially without London. I’d definitely start Pitts with no London and rank him as a top-10 TE even with London. We have to respect the Week 15 stats.

You can’t start Tyler Warren (35th overall) with Philip Rivers unable to throw a pass downfield or outside the numbers. Teams are just going to scrunch and squeeze the field. I understand it’s tempting given the Niners’ pass defense is not especially stout, but I can’t advise it. Rivers was that uninspiring. For example, I’d start Colby Parkinson over Warren, and you can still get Parkinson on waivers in some leagues. Remember, Davante Adams is likely out for the Rams on Thursday against Seattle.

Brian Thomas was WR25, and that’s about where I’d rank him in 2026 drafts.

Christian Watson reportedly was not seriously hurt and could potentially play despite being hospitalized briefly on Sunday. If he’s a go, he should be in your lineup. The Packers will have to throw more, with their defense damaged by Micah Parsons’s ACL tear.