Roofing & Gutters Audiences
Owners of older homes or homes in storm/hail zones who are candidates for roof replacement, gutter guards and storm repair.
Across 139.5M U.S. households, 61.7M qualify for roofing & gutters (44.2%), and 16.6M are in Tier 1, the closest fit. Built for service brands.
Households of 139.5M scored
- Qualifying households
- 61,666,713
- Tier 1 (closest fit)
- 16,644,712
- Tier 2
- 18,597,850
- Tier 3
- 26,424,151
- Of which modeled homeowners
- 4,155,108
- Recent visits to matching sites
- 36,018
- Matching CTV viewing
- 1,122,115
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, value $150K+, home age 20+ yrs (shingle life) OR 10+ yrs in hail/hurricane states
- Strongest fit
- home age 25+ yrs
- Intent signal
- Semcasting replace-roof flag
- Life events
- Pre-sale fixers (roof is #1 inspection issue); new movers with inspection findings
- Timing
- Propensity + storm trigger
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
- Hail >= 1in, wind >= 58mph, named storm landfall: geofence affected zip5s 0-60 days post-event; ice-dam season in snow belt
- Regional focus
- Hail / hurricane / ice-dam (43 states)
Top states by qualifying-share index
- Connecticut
- Minnesota
- Indiana
- New Hampshire
- Ohio
- Maryland
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.
- metal roof
- storm damage
- gutter cleaning
- roof repair
- roof leak
- skylight
- roof replacement
- roof inspection
- ice dam
- roofing contractor
- CTV genres
- Home & Garden, Weather, News (Content Type)
- Example programming
- This Old House, Holmes on Homes, Weather Channel storm coverage, local news (post-storm), HGTV
- Content categories
- Home Improvement, Remodeling & Construction, Home Insurance, Weather
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Roofing Contractors238160 | 33,414 |
| Siding Contractors238170 | 6,776 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 0.6
Trade audience: Roofers, storm-restoration contractors and gutter-guard franchises, plus roofing suppliers and the insurance adjuster ecosystem.
Common questions
How many households fit the roofing & gutters audience?
61.7M U.S. households qualify (44.2% of 139.5M scored), and 16.6M are in Tier 1, the closest fit. 4.2M of the qualifying households are modeled homeowners rather than recorded ones. 36,018 also show recent visits to matching home services sites.
Who uses the roofing & gutters audience?
It is built for home services franchises, contractor networks and the agencies that buy for them. Typical trade audience: roofers, storm-restoration contractors and gutter-guard franchises, plus roofing suppliers and the insurance adjuster ecosystem.
How is the roofing & gutters audience built?
Households qualify on property and ownership rules (Owner, single-family, value $150K+, home age 20+ yrs (shingle life) OR 10+ yrs in hail/hurricane states). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 15%, life events 5%, regional & seasonal 25%, contractor density 10%, semcasting intent flags 15%. It is not built from deed, permit or job records.
Evidence base data behind roofing & gutters
- 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 Storm Prediction Center storm reports
- 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.