Bath Remodel Prospects
Bathroom renovation intenders, with a sub-segment for one-day tub/shower conversions and walk-in tubs for seniors.
Across 139.5M U.S. households, 32.2M qualify for bath remodel prospects (23.1%), and 1.1M 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
- 32,189,960
- Tier 1 (closest fit)
- 1,130,170
- Tier 2
- 14,100,274
- Tier 3
- 16,959,516
- Recent visits to matching sites
- 57,123
- Matching CTV viewing
- 20,631
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.
Who qualifies
- Qualifying rules
- Owner, home age 15+ yrs, owned 5+ yrs, value $175K+, income $50K+; senior sub-segment = age 60+, owned 10+ yrs
- Strongest fit
- home age 25+ yrs
- Intent signal
- Semcasting kitchen-remodel flag (remodel propensity proxy)
- Life events
- Aging in place (60+), pre-sale, new mover into dated home
- Timing
- Propensity + intent
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
- Timing only (applied at flight)
Top states by qualifying-share index
- Connecticut
- Maryland
- New Jersey
- New Hampshire
- Rhode Island
- Massachusetts
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.
- bathroom remodel
- bathroom renovation
- primary bathroom
- bathroom vanity
- bathroom tile
- shower remodel
- small bathroom ideas
- curbless shower
- shower doors
- bathroom fixtures
- CTV genres
- Home & Garden, Reality TV
- Example programming
- Bath Crashers, Property Brothers, Love It or List It, Fixer Upper, This Old House; daytime reality for senior walk-in-tub sub-segment
- Content categories
- Remodeling & Construction, Interior Decorating, Home Improvement
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| Plumbing Contractors238220 | 121,398 |
| Tile & Terrazzo Contractors238340 | 8,416 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 8.4
Trade audience: Bath remodelers, one-day tub and shower conversion companies, plumbers and tile contractors.
Common questions
How many households fit the bath remodel prospects audience?
32.2M U.S. households qualify (23.1% of 139.5M scored), and 1.1M are in Tier 1, the closest fit. 57,123 also show recent visits to matching home services sites.
Who uses the bath remodel prospects audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: bath remodelers, one-day tub and shower conversion companies, plumbers and tile contractors.
How is the bath remodel prospects audience built?
Households qualify on property and ownership rules (Owner, home age 15+ yrs, owned 5+ yrs, value $175K+, income $50K+; senior sub-segment = age 60+, owned 10+ yrs). Each is then scored 0 to 100 on contextual browsing & CTV 40%, property fit 20%, life events 20%, contractor density 10%, semcasting intent flags 10%. It is not built from deed, permit or job records.
Evidence base data behind bath remodel prospects
- 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.