Outdoor Power Equipment Audiences
Mowers, zero-turns, trimmers, chainsaws and generators for large-lot suburban/rural DIY owners.
Across 139.5M U.S. households, 30.6M qualify for outdoor power equipment (21.9%), and 5.3M are in Tier 1, the closest fit. Built for retail & product brands.
Households of 139.5M scored
- Qualifying households
- 30,576,778
- Tier 1 (closest fit)
- 5,334,094
- Tier 2
- 13,062,838
- Tier 3
- 12,179,846
- Of which modeled homeowners
- 1,707,107
- Recent visits to matching sites
- 28,525
- Matching CTV viewing
- 202,120
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 1/2 ac+ (riding/zero-turn) or 1/4 ac+ (walk-behind), income $50K+
- Strongest fit
- lot 1 ac+
- Life events
- New mover to suburban/rural property, retirement
- Timing
- Propensity + seasonal
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 green-up, hurricane/ice season (generators, chainsaws)
- Regional focus
- Hurricane + snow (generators/saws) (33 states)
Top states by qualifying-share index
- New Hampshire
- Connecticut
- Vermont
- Maine
- Tennessee
- Indiana
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.
- lawn mower
- leaf blower
- pressure washer
- string trimmer
- chainsaw
- riding mower
- generator
- zero turn mower
- mower reviews
- CTV genres
- Sports, Outdoor Activities, Automotive
- Example programming
- NFL / college football, NASCAR, hunting & fishing programming, Outdoor Channel, farm & ranch content
- Content categories
- Home Appliances, Landscaping, Gardening
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Outdoor Power Equipment Stores444210 | 763 |
| Landscaping Services (commercial equipment buyers)561730 | 143,689 |
| Home & Garden Equipment Repair811411 | 117 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 4.7
Trade audience: Outdoor power equipment brands and dealers; landscapers as commercial equipment buyers.
Common questions
How many households fit the outdoor power equipment audience?
30.6M U.S. households qualify (21.9% of 139.5M scored), and 5.3M are in Tier 1, the closest fit. 1.7M of the qualifying households are modeled homeowners rather than recorded ones. 28,525 also show recent visits to matching home services sites.
Who uses the outdoor power equipment audience?
It is built for home-improvement retailers, tool and product brands and their agencies. Typical trade audience: outdoor power equipment brands and dealers; landscapers as commercial equipment buyers.
How is the outdoor power equipment audience built?
Households qualify on property and ownership rules (Owner, single-family, lot 1/2 ac+ (riding/zero-turn) or 1/4 ac+ (walk-behind), income $50K+). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 35%, life events 10%, regional & seasonal 10%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind outdoor power equipment
- 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
- Planned triggerNOAA National Hurricane Center
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.