Flooring, Paint & Window Treatments Audiences
Mid-ticket interior/exterior refresh: flooring, interior/exterior paint, and window treatments (blinds, shades, shutters, drapery).
Across 139.5M U.S. households, 53.9M qualify for flooring, paint & window treatments (38.6%), and 93K 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
- 53,906,282
- Tier 1 (closest fit)
- 93,421
- Tier 2
- 4,375,850
- Tier 3
- 49,437,011
- Of which modeled homeowners
- 3,738,660
- Recent visits to matching sites
- 96,504
- Matching CTV viewing
- 34,370
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 age 10+ yrs, value $150K+, income $50K+
- Strongest fit
- home age 20+ yrs
- Intent signal
- Semcasting window-treatment flag
- Life events
- New mover (Semcasting new-mover flag, full credit; children at home partial), combined with the Census ACS share of residents who moved in the past year in the household's ZIP
- 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
- Exterior paint: spring/fall dry-weather windows; winter draft and insulating-shade messaging in snow belt
- Regional focus
- Snow belt (drafts) (24 states)
Top states by qualifying-share index
- Connecticut
- New Hampshire
- Maryland
- New Jersey
- Minnesota
- Rhode Island
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.
- paint colors
- window treatments
- shades
- blinds
- laminate flooring
- interior painting
- exterior painting
- tile flooring
- floor refinishing
- plantation shutters
- CTV genres
- Home & Garden, Reality TV
- Example programming
- HGTV, Magnolia Network, Good Bones, Home Town, Property Brothers
- Content categories
- Home Improvement, Interior Decorating, Remodeling & Construction
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Painting & Wall Covering Contractors238320 | 46,395 |
| Flooring Contractors238330 | 16,760 |
| Finish Carpentry Contractors238350 | 35,663 |
| Other Building Finishing Contractors (window-treatment installation)238390 | 4,114 |
| Floor Covering Stores442210 | 9,533 |
| Window Treatment Stores442291 | 806 |
| All Other Home Furnishings Stores (blind, shade and drapery retailers)442299 | 19,674 |
| Paint & Wallpaper Stores444120 | 5,778 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 2.5
Trade audience: Flooring retailers and installers, painting franchises, window-treatment dealers and installers.
Common questions
How many households fit the flooring, paint & window treatments audience?
53.9M U.S. households qualify (38.6% of 139.5M scored), and 93K are in Tier 1, the closest fit. 3.7M of the qualifying households are modeled homeowners rather than recorded ones. 96,504 also show recent visits to matching home services sites.
Who uses the flooring, paint & window treatments audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: flooring retailers and installers, painting franchises, window-treatment dealers and installers.
How is the flooring, paint & window treatments audience built?
Households qualify on property and ownership rules (Owner, home age 10+ yrs, value $150K+, income $50K+). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 15%, life events 30%, regional & seasonal 5%, contractor density 10%, semcasting intent flags 10%. It is not built from deed, permit or job records.
Evidence base data behind flooring, paint & window treatments
- 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
- Federal statisticsCensus ACS 2024 5-year B07003 (movers)
- 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.