Energy Efficiency & Solar Audiences
Insulation, windows, heat pumps, solar, batteries and generators for owners in high utility-cost or outage-prone areas.
Across 139.5M U.S. households, 29.9M qualify for energy efficiency & solar (21.4%), and 6.0M 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
- 29,897,789
- Tier 1 (closest fit)
- 6,000,638
- Tier 2
- 12,905,266
- Tier 3
- 10,991,885
- Recent visits to matching sites
- 18,415
- Matching CTV viewing
- 260,558
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, single-family, value $250K+, income $75K+, owned 2+ yrs; boost high-utility-cost and wildfire/hurricane outage states
- Strongest fit
- home value $500K+ or fuel-oil or electric heat
- Life events
- Long-tenure owners, retirees (fixed costs), EV purchase
- Timing
- Propensity + rate/outage trigger
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
- Grid outage / PSPS events, heat-wave demand peaks, utility rate-increase announcements
- Regional focus
- High utility cost + outage (30 states)
Top states by qualifying-share index
- Connecticut
- Maryland
- New Jersey
- New Hampshire
- Colorado
- 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.
- solar panels
- smart thermostat
- energy audit
- energy star
- home solar
- attic insulation
- net metering
- spray foam insulation
- solar installation
- solar tax credit
- CTV genres
- Home & Garden, Technology & Computing, Documentary Movies
- Example programming
- This Old House (efficiency retrofits), tech/innovation programming, science & climate documentaries, HGTV
- Content categories
- Gas and Electric, Smart Home, Home Improvement, Power and Energy Industry
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Glass & Glazing (windows)238150 | 4,416 |
| Electrical Contractors (solar PV, generators)238210 | 87,514 |
| Plumbing, Heating & A/C Contractors (solar thermal/heat pumps)238220 | 121,398 |
| Drywall & Insulation Contractors238310 | 19,456 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 7.7
Trade audience: Solar installers, insulation contractors, generator dealers and window replacement companies; utility efficiency programs.
Common questions
How many households fit the energy efficiency & solar audience?
29.9M U.S. households qualify (21.4% of 139.5M scored), and 6.0M are in Tier 1, the closest fit. 18,415 also show recent visits to matching home services sites.
Who uses the energy efficiency & solar audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: solar installers, insulation contractors, generator dealers and window replacement companies; utility efficiency programs.
How is the energy efficiency & solar audience built?
Households qualify on property and ownership rules (Owner, single-family, value $250K+, income $75K+, owned 2+ yrs; boost high-utility-cost and wildfire/hurricane outage states). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 30%, life events 10%, regional & seasonal 15%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind energy efficiency & solar
- 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 Hurricane Center
- Planned triggerNOAA National Weather Service alerts
- Federal statisticsU.S. Energy Information Administration, electricity data
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.