Author: Maggie Drake, Head of National Sales, Premion

Spring has always been a catalyst for home improvement. Attention quickly shifts from maintenance to upgrades — from fixing what’s broken to investing in spaces that feel refreshed. For marketers, that creates a high-intent window where purchase decisions accelerate. This year, that opportunity is playing out on streaming.

Home improvement brands have long recognized the alignment between homeowners and at-home viewing. What’s changed is how central Connected TV (CTV) has become as a performance driver within a converged, total TV strategy. As audiences move fluidly between linear and streaming, the most effective campaigns unify both, combining scale with precision and measurable outcomes.

The investment trends reflect that shift. According to BIA Advisory Services, local OTT ad spending in the home improvement category is projected to reach $152 million in 2026, growing to $187 million by 2029.* That growth is fueled by a simple reality: the audience most likely to take action is already deeply engaged in ad-supported streaming.

And that’s where high-intent audiences are already spending time. The MRI-Simmons 2026 March Cord Evolution Study finds that 90% of adults who spent $500 or more on home remodeling in the past year watch ad-supported OTT. At the same time, 91% of adults likely to purchase large household furnishings in the next 12 months are also reachable on ad-supported OTT — reinforcing how concentrated this audience is in streaming. Notably, 38% of ad-supported OTT viewers say they plan to remodel in the next 12 months.**

That convergence of intent and accessibility is what makes CTV such a powerful lever, especially during a season when decisions are actively being made. But reaching these audiences is only part of the equation. In home improvement, timing and relevance ultimately drive action. Whether it’s a planned renovation or an urgent repair, decisions are often local, time-sensitive, and high-consideration. A converged TV approach enables brands to align messaging with real-world triggers — delivering the right message to the right household and measuring what happens next.

Driving Qualified Leads with a Total TV Approach

A regional HVAC provider needed to differentiate its brand, flat-rate pricing, and top-notch customer service in a crowded market — while driving qualified leads during peak season. To do so, the brand partnered with Premion and TEGNA, combining local broadcast news for broad awareness with CTV/OTT and retargeting to deliver more targeted engagement.

Over a three-month campaign in a single market, the effort delivered significant reach — generating 1.55 million broadcast impressions, along with 534,000 CTV impressions and 188,000 OTT retargeting impressions to a targeted group in-market for HVAC services. More importantly, within seven days of exposure, the campaign drove meaningful results: 1,281 website visits, including 137 visits to learn more about the company and 271 visits to the scheduling page — demonstrating that the campaign reached a highly qualified audience, with 32% of visitors taking additional action.

Retargeting further lifted performance, generating 280 incremental visits and a 0.14% CTR — 40% above industry benchmarks. Weather-triggered creative also proved impactful, driving 45% more visits per impression and highlighting how aligning messaging with real-world conditions can accelerate results. The result is a clear example of how a Total TV strategy — combining scale, precision, and effective frequency throughout the customer journey—can turn seasonal demand into qualified leads and measurable business outcomes.

Spring is when that intent scales. As homeowners shift from reactive repairs to proactive projects, the opportunity expands across remodeling, furnishings, and outdoor upgrades — but the playbook stays the same: reach high-intent households, align with real-world triggers, and connect exposure to measurable outcomes. In a converged TV environment, that’s how brands turn seasonal demand into real performance.

Premion is a proven partner in driving measurable outcomes, with a track record of executing high-performing campaigns for home improvement brands.

For more insights, download our new Home Improvement: Total TV Playbook 2026

*Source: BIA Advisory Services, March 2026

 **Source: MRI-Simmons, 2026 March Cord Evolution Study; © MRI-Simmons 2026. The data herein derives from a confidential, proprietary syndicated product owned by GfK US 

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