Market Share Report: Should We Worry About Alshon Jeffery?

Target Market Shares

1. Kyle Rudolph's Production Is Sustainable

In half-PPR scoring leagues this year, only one tight end has logged more points than Kyle Rudolph. That's partially because Rudolph has already found the end zone twice, meaning he's due for a bit of regression, but there are other elements to what Rudolph has done that are totally sustainable.

Rudolph currently leads all tight ends in target market share with a mark of 28.3%, putting a good amount of distance between himself and Greg Olsen at 25.5%. Stefon Diggs does have more targets than Rudolph for the Minnesota Vikings, but no other player has a market share above 16%. It's basically a two-man show in the passing game for Sam Bradford.

Now, with the offensive line crumbling to pieces and Adrian Peterson out for an extended period of time, the Vikings will likely be forced into a more pass-heavy approach. That gives even more weight to Rudolph's market share, and it makes him a guy to use in quality DFS matchups and also pick up in your season-long leagues.

2. John Brown Is Back. Sort Of

At first glance, Sunday's game for John Brown was stupidly positive. He turned 11 targets into 6 receptions for 70 yards and returned his first kickoff of the year 51 yards. After limited playing time the first two weeks, it really seemed as if Smokey was back in action.

Then you look at the snap count and see he was only on the field 57.3% of the time. Well, poo.

If that were the only factor involved in the Brown narrative, we wouldn't be able to trust him yet. However, there was some tough news for the Arizona Cardinals that could wind up telling us a lot about where Brown is in Week 4.

Ideally, Michael Floyd will be just fine. If not, though, it could open up Brown's role. If Brown can't gain a significant snap count with Floyd out of the lineup, then the worry around Brown will inflate to frightening levels.

3. There's Concern for Alshon Jeffery

Entering the season, you could have made a reasonable argument that Alshon Jeffery would push for one of the largest target market shares in the entire league. Instead, through three weeks, he's running well behind a guy who had never played a down in the NFL prior to the year, and Jeffery's chilling below 20%.

Panicking? Nah. But worrying? Uh, you bet.

That's the bad for Jeffery, and we absolutely should not blow it off. But there is some good, too. Specifically, Jeffery has been productive in his targets, churning out 14 receptions for 271 yards. Kevin White -- despite having an additional seven targets -- has just 13 receptions for 132 yards. Eventually, when the Chicago Bears are playing lesser opponents, you'd assume more of those targets would go Jeffery's way, and that will allow his efficiency to shine through.

We should be worried about Jeffery's target market share and where it stands right now. That doesn't mean we should be abandoning ship. This is something to monitor going forward, and if it doesn't trend up soon, then this worry will amplify in a hurry.