Likely Pool & Spa Households
Sunbelt owners of higher-value homes on lots likely to have a pool or spa: opening and closing service, chemicals, equipment upgrades and resurfacing.
Across 139.5M U.S. households, 15.4M qualify for likely pool & spa households (11.0%), and 2.5M 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
- 15,351,861
- Tier 1 (closest fit)
- 2,474,784
- Tier 2
- 8,463,861
- Tier 3
- 4,413,216
- Of which modeled homeowners
- 926,200
- Recent visits to matching sites
- 8,160
- Matching CTV viewing
- 81,510
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, sunbelt state, home value $350K+, lot 1/8 acre+ (modeled likelihood, not a pool record)
- Strongest fit
- home value $600K+
- Life events
- New mover into pool home, families with kids
- 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
- Pool opening (water temp/air > 70F), closing (first frost in north), hurricane debris cleanup
- Regional focus
- Sunbelt pool climate (16 states)
Top states by qualifying-share index
- California
- Arizona
- Florida
- Nevada
- North Carolina
- Hawaii
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.
- chlorine
- pool heater
- pool equipment
- pool pump
- green pool
- pool chemicals
- pool filter
- pool opening
- pool closing
- variable speed pump
- CTV genres
- Home & Garden, Reality TV, Sports
- Example programming
- Pool Kings, Insane Pools: Off the Deep End, HGTV; summer sports
- Content categories
- Home Appliances, Outdoor Decorating, Home Improvement
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Specialty Trade (pool repair)238990 | 42,278 |
| Other Services to Buildings (pool service)561790 | 14,197 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 1.8
Trade audience: Pool service companies, pool supply retailers and equipment dealers.
Common questions
How many households fit the likely pool & spa households audience?
15.4M U.S. households qualify (11.0% of 139.5M scored), and 2.5M are in Tier 1, the closest fit. 926K of the qualifying households are modeled homeowners rather than recorded ones. 8,160 also show recent visits to matching home services sites.
Who uses the likely pool & spa households audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: pool service companies, pool supply retailers and equipment dealers.
How is the likely pool & spa households audience built?
Households qualify on property and ownership rules (Owner, single-family, sunbelt state, home value $350K+, lot 1/8 acre+ (modeled likelihood, not a pool record)). 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 likely pool & spa households
- 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.