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Getting the right matchup
The Bucs split Martin out wide and get him matched up on a linebacker. This tells them that the Patriots are in man coverage. Note the safety to that side who is in no position to defend a deep route, while the presence of Jackson and WIlliams to the other side forces the Patriots to have a safety to that side. Another point of interest: the Bucs are running isolation routes, no combinations to create an open man.
Martin beats Hightower
Dont'a Hightower can't keep up Doug Martin down the field, and the running back is easily open by NFL standards. Neither safety is in position to impact the play.
Martin can't make the catch
While Martin has beaten Hightower, he's not a wide receiver and his lack of size makes him a very small target for Freeman. The ball is well-thrown and only Martin has a chance to make the catch, but running backs won't make these tough catches with any kind of consistency.