DIY Home Improvers
Self-performing home improvers: tool, material and retail-focused rather than contractor-focused.
Across 139.5M U.S. households, 26.7M qualify for DIY home improvers (19.2%), and 4.1M are in Tier 1, the closest fit. Built for retail & product brands.
Households of 139.5M scored
- Qualifying households
- 26,727,764
- Tier 1 (closest fit)
- 4,132,758
- Tier 2
- 6,924,987
- Tier 3
- 15,670,019
- Of which modeled homeowners
- 1,949,408
- Recent visits to matching sites
- 57,524
- Matching CTV viewing
- 58,307
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, income $50K-$150K, digital activity Average+ (content consumers)
- Strongest fit
- lot 1/4 ac+
- Life events
- New mover, first-time buyer, new baby (nursery projects)
- 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
- Spring & fall project seasons
- Regional focus
- Timing only (applied at flight)
Top states by qualifying-share index
- Iowa
- Utah
- Minnesota
- Delaware
- Indiana
- Idaho
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.
- diy
- diy projects
- power tools
- woodworking
- diy furniture
- tool reviews
- weekend project
- workbench
- diy home improvement
- cordless drill
- CTV genres
- Home & Garden, Hobbies & Interests, Reality TV
- Example programming
- This Old House, Ask This Old House, Making It, woodworking/maker channels on FAST, HGTV, Garage Squad
- Content categories
- Home Improvement, Woodworking, Hobbies & Interests
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Home Centers444110 | 2,018 |
| Hardware Stores444130 | 17,661 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 0.7
Trade audience: Home-improvement retailers and tool and materials brands; pro-desk programs as a trade audience.
Common questions
How many households fit the DIY home improvers audience?
26.7M U.S. households qualify (19.2% of 139.5M scored), and 4.1M are in Tier 1, the closest fit. 1.9M of the qualifying households are modeled homeowners rather than recorded ones. 57,524 also show recent visits to matching home services sites.
Who uses the DIY home improvers audience?
It is built for home-improvement retailers, tool and product brands and their agencies. Typical trade audience: home-improvement retailers and tool and materials brands; pro-desk programs as a trade audience.
How is the DIY home improvers audience built?
Households qualify on property and ownership rules (Owner, single-family, income $50K-$150K, digital activity Average+ (content consumers)). Each is then scored 0 to 100 on contextual browsing & CTV 50%, property fit 25%, life events 15%, regional & seasonal 5%, contractor density 5%. It is not built from deed, permit or job records.
Evidence base data behind DIY home improvers
- 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.