Fencing & Decks Audiences
Fence, deck, porch and pergola projects for pet owners, young families and new movers.
Across 139.5M U.S. households, 45.8M qualify for fencing & decks (32.8%), and 21.8M 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
- 45,796,711
- Tier 1 (closest fit)
- 21,785,000
- Tier 2
- 16,562,161
- Tier 3
- 7,449,550
- Of which modeled homeowners
- 2,515,941
- Recent visits to matching sites
- 15,825
- Matching CTV viewing
- 248,188
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, lot 1/8 ac+; boost new movers, children, dog owners
- Strongest fit
- lot 1/4 ac+
- Life events
- New mover, new dog, new baby/toddlers, pool installation
- 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/summer build season; post-storm fence damage
- Regional focus
- Timing only (applied at flight)
Top states by qualifying-share index
- Kansas
- Iowa
- Indiana
- Idaho
- South Dakota
- Michigan
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.
- pergola
- deck building
- railing
- deck staining
- screened porch
- fence installation
- privacy fence
- deck repair
- wood fence
- composite decking
- CTV genres
- Home & Garden, Pets, Children's TV
- Example programming
- Yard Crashers, Deck Wars, HGTV, pet programming (Animal Planet), family blocks
- Content categories
- Outdoor Decorating, Remodeling & Construction, Dogs
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Finish Carpentry (decks)238350 | 35,663 |
| All Other Specialty Trade (fence)238990 | 42,278 |
| Home Centers444110 | 2,018 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 1.7
Trade audience: Fence and deck builders, composite-decking dealer networks.
Common questions
How many households fit the fencing & decks audience?
45.8M U.S. households qualify (32.8% of 139.5M scored), and 21.8M are in Tier 1, the closest fit. 2.5M of the qualifying households are modeled homeowners rather than recorded ones. 15,825 also show recent visits to matching home services sites.
Who uses the fencing & decks audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: fence and deck builders, composite-decking dealer networks.
How is the fencing & decks audience built?
Households qualify on property and ownership rules (Owner, single-family, lot 1/8 ac+; boost new movers, children, dog owners). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 25%, life events 25%, regional & seasonal 10%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind fencing & decks
- 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.