Cleaning & Upkeep Services Audiences
Carpet, duct, window, pressure-washing and maid services for larger, higher-income homes and pet owners.
Across 139.5M U.S. households, 41.0M qualify for cleaning & upkeep services (29.4%), and 12.1M are in Tier 1, the closest fit. Built for service brands.
Households of 139.5M scored
- Qualifying households
- 40,973,734
- Tier 1 (closest fit)
- 12,050,570
- Tier 2
- 12,650,185
- Tier 3
- 16,272,979
- Of which modeled homeowners
- 2,369,118
- Recent visits to matching sites
- 73,157
- Matching CTV viewing
- 39,208
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, home value $350K+ OR income $150K+, single-family or large condo
- Strongest fit
- home value $600K+ or lot 1/2 ac+ or 2,000+ sq ft
- Life events
- Move-in / move-out, new baby, dual-income with kids, seniors
- Timing
- Propensity + seasonal
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
- Spring (Mar-May) and pre-holiday (Oct-Nov) cleaning flights; post-wildfire smoke duct cleaning
- Regional focus
- Wildfire smoke (10 states)
Top states by qualifying-share index
- Utah
- New Hampshire
- Rhode Island
- Colorado
- California
- Washington
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.
- spring cleaning
- deep cleaning
- carpet cleaning
- window cleaning
- pressure washing
- upholstery cleaning
- maid service
- power washing
- move out cleaning
- pet stain removal
- CTV genres
- Home & Garden, Reality TV, Pets
- Example programming
- HGTV, home-organization shows (The Home Edit, Get Organized), pet programming
- Content categories
- Home Improvement, Indoor Environmental Quality, Interior Decorating
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Janitorial Services561720 | 78,687 |
| Carpet & Upholstery Cleaning561740 | 2,301 |
| Other Services to Buildings & Dwellings561790 | 14,197 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 2.3
Trade audience: Cleaning franchises, plus cleaning equipment and chemical suppliers.
Common questions
How many households fit the cleaning & upkeep services audience?
41.0M U.S. households qualify (29.4% of 139.5M scored), and 12.1M are in Tier 1, the closest fit. 2.4M of the qualifying households are modeled homeowners rather than recorded ones. 73,157 also show recent visits to matching home services sites.
Who uses the cleaning & upkeep services audience?
It is built for home services franchises, contractor networks and the agencies that buy for them. Typical trade audience: cleaning franchises, plus cleaning equipment and chemical suppliers.
How is the cleaning & upkeep services audience built?
Households qualify on property and ownership rules (Owner, home value $350K+ OR income $150K+, single-family or large condo). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 30%, life events 20%, regional & seasonal 5%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind cleaning & upkeep services
- 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 triggerNational Interagency Fire Center
- 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.