Handyman & Small Jobs Audiences
Households likely to outsource small repairs: retirees, time-starved dual-income owners and single-occupant owners.
Across 139.5M U.S. households, 44.7M qualify for handyman & small jobs (32.1%), and 13.6M are in Tier 1, the closest fit. Built for service brands.
Households of 139.5M scored
- Qualifying households
- 44,732,252
- Tier 1 (closest fit)
- 13,575,375
- Tier 2
- 9,155,769
- Tier 3
- 22,001,108
- Of which modeled homeowners
- 2,635,552
- Recent visits to matching sites
- 80,337
- Matching CTV viewing
- 30,426
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; (age 65+) OR (income $100K+ with low digital DIY propensity) ; any housing type incl. condos
- Strongest fit
- home value $300K+
- Life events
- Retirement, aging in place, empty nest
- 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
- No weather trigger (always-on); light spring 'honey-do' flight
- Regional focus
- Timing only (applied at flight)
Top states by qualifying-share index
- Connecticut
- New Hampshire
- New Jersey
- Maryland
- Minnesota
- Delaware
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.
- drywall repair
- caulking
- door repair
- handyman
- handyman services
- furniture assembly
- light fixture installation
- honey do list
- small home repairs
- tv mounting
- CTV genres
- Home & Garden, Reality TV, Comedy TV
- Example programming
- HGTV, Magnolia Network, broad reality/sitcom reach in older-adult daypart
- Content categories
- Home Improvement, Interior Decorating
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| All Other Specialty Trade Contractors238990 | 42,278 |
| Other Services to Buildings & Dwellings561790 | 14,197 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 4.6
Trade audience: Handyman franchises and home-services marketplaces.
Common questions
How many households fit the handyman & small jobs audience?
44.7M U.S. households qualify (32.1% of 139.5M scored), and 13.6M are in Tier 1, the closest fit. 2.6M of the qualifying households are modeled homeowners rather than recorded ones. 80,337 also show recent visits to matching home services sites.
Who uses the handyman & small jobs audience?
It is built for home services franchises, contractor networks and the agencies that buy for them. Typical trade audience: handyman franchises and home-services marketplaces.
How is the handyman & small jobs audience built?
Households qualify on property and ownership rules (Owner; (age 65+) OR (income $100K+ with low digital DIY propensity) ; any housing type incl. condos). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 30%, life events 25%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind handyman & small jobs
- 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.