Basement & Garage Finishing Audiences
Basement finishing/waterproofing and garage storage/flooring upgrades for family homes in basement regions.
Across 139.5M U.S. households, 44.1M qualify for basement & garage finishing (31.6%), and 12.6M are in Tier 1, the closest fit. Built for service and retail: franchises and contractor networks as well as retailers and product brands.
Households of 139.5M scored
- Qualifying households
- 44,127,200
- Tier 1 (closest fit)
- 12,644,414
- Tier 2
- 21,928,744
- Tier 3
- 9,554,042
- Of which modeled homeowners
- 3,229,505
- Recent visits to matching sites
- 28,303
- Matching CTV viewing
- 252,909
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, home age 10+ yrs, children in HH or income $100K+; snow-belt/Midwest (basement prevalence) boost
- Strongest fit
- home age 10-40 yrs
- Life events
- Teens in household, home office/home gym need, new mover
- 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
- Heavy rain/snowmelt (waterproofing), winter (indoor projects)
- Regional focus
- Snow belt + flood (basements) (38 states)
Top states by qualifying-share index
- Connecticut
- New Jersey
- Maryland
- New Hampshire
- Minnesota
- Ohio
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.
- garage organization
- man cave
- basement finishing
- garage storage
- basement waterproofing
- home theater
- basement remodel
- garage cabinets
- home gym
- crawl space encapsulation
- CTV genres
- Home & Garden, Sports, Reality TV
- Example programming
- HGTV, This Old House; sports (home-theater / man-cave adjacency), Garage Squad (Motor Trend)
- Content categories
- Remodeling & Construction, Home Improvement
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| Other Foundation/Structure Contractors (waterproofing)238190 | 2,746 |
| Other Building Finishing Contractors238390 | 4,114 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 3.5
Trade audience: Basement finishing and waterproofing dealers, garage organization franchises.
Common questions
How many households fit the basement & garage finishing audience?
44.1M U.S. households qualify (31.6% of 139.5M scored), and 12.6M are in Tier 1, the closest fit. 3.2M of the qualifying households are modeled homeowners rather than recorded ones. 28,303 also show recent visits to matching home services sites.
Who uses the basement & garage finishing audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: basement finishing and waterproofing dealers, garage organization franchises.
How is the basement & garage finishing audience built?
Households qualify on property and ownership rules (Owner, single-family, home age 10+ yrs, children in HH or income $100K+; snow-belt/Midwest (basement prevalence) boost). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 30%, life events 20%, regional & seasonal 10%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind basement & garage finishing
- 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
- Federal statisticsFEMA National Flood Hazard Layer
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.