How Brands Can Find Homeowners in Their Homes!

Posted In: Media by Michael Zervos,
April 3, 2025

By Michael Zervos, Account Director

In 2024, 37% of UK homeowners renovated their homes, and spent an average of 25% of their incomes doing so. These home improvements came not only out of necessity, but also because we spend so much time there and we want it to be a space we can be proud of (and show off!) For home and garden brands this presents a huge opportunity but how best to find homeowners in market?

Tailored for the home

For homes and gardens brands that want to use the power of TV to reach prospective customers there’s no better way than Sky’s AdSmart platform. AdSmart works by using Sky’s first party customer data to build a super accurate picture of the homeowner and sending ads to their set top box in advance. That means when they’re watching live TV they’re actually seeing tailored ads which are specifically relevant to them. This means ensures that brands reach the right audience, maximising marketing effectiveness.

Sky sits on a huge amount of first party customer data which means they’re able to target incredibly niche audiences and the typical Sky household spends at least twice the average on home improvement and furnishings. Aiming to reach customers that spend over the average amount on home improvement; Sky has 1.04m of them. Households that have actively searched for home and garden products in the last few months; Sky has 522,000 households within that category and can reach them directly, every time they watch TV. They’re not even limited to established homeowners and can access nearly 170,000 recent movers – the homeowner cohort that spends the most on home improvements by quite a distance. Easter tends to be one of the highest spending periods of the year for homeowners buying home improvement products, and with Easter right around the corner this is the perfect time for brands to consider how they reach a brand new audience.

Whether it’s a new sofa, comfier mattress or a fresh coat of paint for the spare bedroom; there are millions of home improvement customers out there waiting to be presented with their next purchase – and at Boutique we’re perfectly placed to help you find them! Drop us a note if you fancy a natter – home@weareboutique.co.uk