Pest Control Audiences
Recurring residential pest, termite and wildlife control, driven by climate zone and single-family housing.
Across 139.5M U.S. households, 50.1M qualify for pest control (35.9%), and 9.7M 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
- 50,110,848
- Tier 1 (closest fit)
- 9,686,476
- Tier 2
- 26,591,421
- Tier 3
- 13,832,951
- Of which modeled homeowners
- 3,299,357
- Recent visits to matching sites
- 56,185
- Matching CTV viewing
- 117,523
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+ in termite-pressure states, or lot 1/4 ac+ elsewhere
- Strongest fit
- lot 1/4 ac+
- Life events
- New movers (WDI/termite inspection at purchase), new parents and pet owners
- 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
- Termite swarm season (Feb-May South), rodent entry (first frost, Oct-Nov), mosquito season (temps > 70F)
- Regional focus
- Termite pressure (14 states)
Top states by qualifying-share index
- Tennessee
- Georgia
- Oklahoma
- North Carolina
- Texas
- Arkansas
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.
- pest control
- bed bugs
- flea treatment
- rodent control
- cockroach
- exterminator
- wildlife removal
- mosquito control
- carpenter ants
- pest control cost
- CTV genres
- Home & Garden, Documentary Movies, Pets
- Example programming
- HGTV, nature/animal documentary blocks, Animal Planet; local news in termite swarm season
- Content categories
- Home Improvement, Gardening, Pets
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Exterminating & Pest Control Services561710 | 12,046 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 0.2
Trade audience: Pest-control companies and franchises, plus pest chemical and equipment suppliers.
Common questions
How many households fit the pest control audience?
50.1M U.S. households qualify (35.9% of 139.5M scored), and 9.7M are in Tier 1, the closest fit. 3.3M of the qualifying households are modeled homeowners rather than recorded ones. 56,185 also show recent visits to matching home services sites.
Who uses the pest control audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: pest-control companies and franchises, plus pest chemical and equipment suppliers.
How is the pest control audience built?
Households qualify on property and ownership rules (Owner, single-family, lot 1/8 ac+ in termite-pressure states, or lot 1/4 ac+ elsewhere). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 30%, life events 15%, regional & seasonal 15%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind pest control
- 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.