Water Heaters, Plumbing & Water Treatment Audiences
Water heaters, water treatment/softeners, sump pumps, leak and repipe services for older homes and hard-water / flood-prone areas.
Across 139.5M U.S. households, 66.6M qualify for water heaters, plumbing & water treatment (47.8%), and 17.1M 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
- 66,639,478
- Tier 1 (closest fit)
- 17,126,703
- Tier 2
- 35,355,766
- Tier 3
- 14,157,009
- Of which modeled homeowners
- 4,762,029
- Recent visits to matching sites
- 38,486
- Matching CTV viewing
- 294,292
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, home age 20+ yrs, or 10+ yrs in hard-water / flood-prone states
- Strongest fit
- home age 30+ yrs
- Life events
- New movers (water test, softener), new baby (water quality), long tenure (8-12 yr water-heater cycle)
- Timing
- Propensity + event
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
- Hard freeze (<20F) for pipe bursts; heavy rain/flood watches for sump pumps; hard-water geography always-on
- Regional focus
- Hard-water + flood (30 states)
Top states by qualifying-share index
- Iowa
- Indiana
- Kansas
- Minnesota
- Nebraska
- Ohio
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.
- water heater
- hard water
- garbage disposal
- water softener
- sump pump
- toilet repair
- water filtration
- leaky faucet
- reverse osmosis
- clogged drain
- CTV genres
- Home & Garden, Reality TV, Weather
- Example programming
- Ask This Old House (plumbing segments), Holmes on Homes, HGTV, Weather Channel (freeze/flood)
- Content categories
- Home Improvement, Home Appliances, Water Services
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Plumbing, Heating & A/C Contractors238220 | 121,398 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 1.8
Trade audience: Plumbers, water-treatment dealers and drain franchises.
Common questions
How many households fit the water heaters, plumbing & water treatment audience?
66.6M U.S. households qualify (47.8% of 139.5M scored), and 17.1M are in Tier 1, the closest fit. 4.8M of the qualifying households are modeled homeowners rather than recorded ones. 38,486 also show recent visits to matching home services sites.
Who uses the water heaters, plumbing & water treatment audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: plumbers, water-treatment dealers and drain franchises.
How is the water heaters, plumbing & water treatment audience built?
Households qualify on property and ownership rules (Owner, single-family, home age 20+ yrs, or 10+ yrs in hard-water / flood-prone states). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 35%, life events 10%, regional & seasonal 15%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind water heaters, plumbing & water treatment
- 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
- Federal statisticsFEMA National Flood Hazard Layer
- Planned triggerU.S. Drought Monitor
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.