Additions & ADUs Audiences
Room additions, ADUs and garage conversions for larger lots in ADU-enabling jurisdictions and multigenerational households.
Across 139.5M U.S. households, 14.8M qualify for additions & ADUs (10.6%), and 960K are in Tier 1, the closest fit. Built for service brands.
Households of 139.5M scored
- Qualifying households
- 14,763,026
- Tier 1 (closest fit)
- 960,033
- Tier 2
- 3,421,746
- Tier 3
- 10,381,247
- Of which modeled homeowners
- 696,094
- Recent visits to matching sites
- 1,538
- Matching CTV viewing
- 56,259
Tiers rank qualifying households by score. Site visits and CTV viewing come from partner data covering about 2.8% of U.S. households, so they are an in-market layer on top of the tiers rather than a separate audience. Modeled homeowners come from Semcasting's ownership-likelihood model, where ownership is not recorded.
Who qualifies
- Qualifying rules
- Owner, single-family, lot 1/4 ac+, value $400K+; ADU-enabling states boost; kids or age 55+ (multigenerational)
- Strongest fit
- lot 1/2 ac+
- Intent signal
- Semcasting home-addition flag
- Life events
- Households with residents 65+ (in-law suites, aging in place), children at home
- Timing
- Propensity
What drives the score share of the 0 to 100 score
For most households the score rests on property, life-event, regional and contractor-density fit. Browsing and CTV signals add to it where they exist.
When and where flight planning
- Flight timing
- No weather trigger
- Regional focus
- ADU-enabling states (12 states)
Top states by qualifying-share index
- New Hampshire
- Massachusetts
- Rhode Island
- Connecticut
- Utah
- Maryland
Where to reach them search themes, content and CTV
The language and content these households engage with, for search, contextual and CTV targeting. Example programming shows typical adjacency for each genre.
- architect
- adu
- home addition
- garage conversion
- design build
- backyard cottage
- accessory dwelling unit
- granny flat
- casita
- in law suite
- CTV genres
- Home & Garden, Reality TV, Documentary Movies
- Example programming
- Tiny House Nation, Fixer Upper, Grand Designs, This Old House, Dream Home Makeover
- Content categories
- Remodeling & Construction, Houses, Real Estate Industry
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| New Single-Family General Contractors236115 | 58,737 |
| Residential Remodelers236118 | 149,449 |
| Architectural Services541310 | 24,681 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 15.2
Trade audience: Design-build firms, architects and prefab ADU builders.
Common questions
How many households fit the additions & ADUs audience?
14.8M U.S. households qualify (10.6% of 139.5M scored), and 960K are in Tier 1, the closest fit. 696K of the qualifying households are modeled homeowners rather than recorded ones. 1,538 also show recent visits to matching home services sites.
Who uses the additions & ADUs audience?
It is built for home services franchises, contractor networks and the agencies that buy for them. Typical trade audience: design-build firms, architects and prefab ADU builders.
How is the additions & ADUs audience built?
Households qualify on property and ownership rules (Owner, single-family, lot 1/4 ac+, value $400K+; ADU-enabling states boost; kids or age 55+ (multigenerational)). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 20%, life events 30%, contractor density 15%, semcasting intent flags 5%. It is not built from deed, permit or job records.
Evidence base data behind additions & ADUs
- Semcasting dataSemcasting household file
- Semcasting dataSemcasting home improvement data
- Semcasting modelSemcasting ownership-likelihood model
- Semcasting dataSemcasting domain inventory
- Partner dataHome services site visits (SSP partner data)
- Industry standardIAB Tech Lab Content Taxonomy 2.2
- Semcasting dataSemcasting CTV Genre Mapping
- Federal statisticsCensus ZIP Code Business Patterns 2023
- ClassificationNorth American Industry Classification System
- Semcasting dataSemcasting contractor business sample
- Semcasting dataSemcasting contractor data
- Planned triggerNOAA National Weather Service alerts
How the audience is built
Every U.S. household in the Semcasting file is checked against the property and ownership rules above, then scored 0 to 100 on the weighted signals shown. Where ownership is not recorded, Semcasting's ownership-likelihood model adds households with a high probability of owning.
How it will be confirmed
Compare leads, booked jobs or sales by tier at equal spend, holding out a random 10% of each tier. Weights are refit against those results as campaign data comes in.
What it is not
Not a deed, permit, pool or job record for any household. Regional and seasonal rules are set by state today; storm and freeze event triggers are planned as weather feeds are joined.