Roofing
Brand Use Study for ASPHALT ROOFING/FIBERGLASS ROOF SHINGLES
Survey Years:Quality Rating
Awareness & Use
About the Study
Quality Rating
How do you rate the QUALITY of each brand you are familiar with?
| Census Region | |||||
|---|---|---|---|---|---|
| Total | Northeast | Midwest | South | West | |
| base: BUILDER builders | |||||
| Elk | 4.2 | 3.9* | 4.3* | 4.2 | 4.1 |
| CertainTeed | 4.1 | 4.3 | 4.0 | 4.1 | 3.9 |
| GAF (incl. Timberline, Royal Sovereign) | 4.0 | 4.1 | 4.0 | 4.1 | 3.9 |
| Owens Corning | 3.9 | 3.7* | 3.9 | 4.0 | 3.8 |
| Tamko | 3.9 | 3.8* | 4.2* | 3.8 | 3.9* |
| Celotex | 3.7 | 3.5* | 3.7* | 3.7 | 3.8 |
| Johns Manville | 3.7 | 3.3* | 3.6* | 3.6* | 3.9* |
| Atlas | 3.6 | 3.5* | 3.3* | 3.8* | 3.5* |
| Emco | 3.5* | 3.3* | 3.8* | 3.3* | 3.5* |
| Bird | 3.4 | 3.4* | 4.0* | 3.3* | 3.3* |
| Iko | 3.3 | 3.4* | 3.3* | 3.3* | 3.3* |
| Average Sale Price | ||||
|---|---|---|---|---|
| Under $125K | $125K-$199K | $200K-$349K | $350K+ | |
| base: BUILDER builders | ||||
| Elk | 4.3* | 4.2* | 4.1 | 4.2 |
| CertainTeed | 4.1* | 4.0 | 4.2 | 4.1 |
| GAF (incl. Timberline, Royal Sovereign) | 4.2* | 4.2 | 3.9 | 4.1 |
| Owens Corning | 4.1* | 4.0 | 3.9 | 3.9 |
| Tamko | 4.2* | 3.8 | 4.1 | 3.7 |
| Celotex | 4.0* | 3.5 | 3.8 | 3.7 |
| Johns Manville | 3.8* | 3.6* | 3.9* | 3.5 |
| Atlas | 4.5* | 3.5* | 3.6* | 3.4 |
| Emco | 3.3* | 3.5* | 3.6 | |
| Bird | 4.5* | 3.2* | 3.3* | 3.5 |
| Iko | 1.0* | 3.5* | 3.3* | 3.4 |
| Units Built | |||
|---|---|---|---|
| 1-4 | 5-49 | 50+ | |
| base: BUILDER builders | |||
| Elk | 4.0 | 4.3 | 4.2* |
| CertainTeed | 4.1 | 4.1 | 4.0 |
| GAF (incl. Timberline, Royal Sovereign) | 3.9 | 4.2 | 3.7 |
| Owens Corning | 3.9 | 4.0 | 3.9* |
| Tamko | 3.9 | 3.9 | 3.5* |
| Celotex | 3.7 | 3.6 | 4.0* |
| Johns Manville | 3.7* | 3.6 | 3.7* |
| Atlas | 3.5* | 3.8* | 3.3* |
| Emco | 3.6* | 3.5* | 3.0* |
| Bird | 3.4* | 3.5* | 3.0* |
| Iko | 3.2* | 3.4* | 3.8* |
Select Detail Statistics:
Brand Familiarity
Which brands have you HEARD OF?
| Census Region | |||||
|---|---|---|---|---|---|
| Total | Northeast | Midwest | South | West | |
| base: BUILDER builders | 501.0 | 83.0 | 128.0 | 186.0 | 104.0 |
| CertainTeed | 76.0% | 83.0% | 80.0% | 76.0% | 65.0% |
| Owens Corning | 75.0% | 64.0% | 76.0% | 82.0% | 69.0% |
| GAF (incl. Timberline, Royal Sovereign) | 71.0% | 84.0% | 68.0% | 74.0% | 58.0% |
| Celotex | 61.0% | 57.0% | 55.0% | 66.0% | 62.0% |
| Johns Manville | 49.0% | 43.0% | 51.0% | 47.0% | 52.0% |
| Elk | 47.0% | 41.0% | 41.0% | 52.0% | 49.0% |
| Tamko | 40.0% | 48.0% | 35.0% | 49.0% | 24.0% |
| Bird | 26.0% | 61.0% | 13.0% | 24.0% | 19.0% |
| Iko | 22.0% | 45.0% | 34.0% | 12.0% | 10.0% |
| Atlas | 18.0% | 16.0% | 16.0% | 25.0% | 10.0% |
| Emco | 10.0% | 11.0% | 9.0% | 11.0% | 7.0% |
| other | 2.0% | 4.0% | 0.0% | 2.0% | 6.0% |
| indicated one or more | 94.0% | 96.0% | 96.0% | 93.0% | 91.0% |
| no answer | 5.0% | 4.0% | 4.0% | 6.0% | 7.0% |
| none | 1.0% | 0.0% | 0.0% | 1.0% | 2.0% |
| Average Sale Price | ||||
|---|---|---|---|---|
| Under $125K | $125K-$199K | $200K-$349K | $350K+ | |
| base: BUILDER builders | 37.0 | 142.0 | 141.0 | 170.0 |
| CertainTeed | 76.0% | 81.0% | 74.0% | 74.0 |
| Owens Corning | 81.0% | 79.0% | 78.0% | 68.0 |
| GAF (incl. Timberline, Royal Sovereign) | 76.0% | 74.0% | 70.0% | 68.0 |
| Celotex | 62.0% | 61.0% | 63.0% | 58.0 |
| Johns Manville | 46.0% | 42.0% | 50.0% | 53.0 |
| Elk | 32.0% | 42.0% | 57.0% | 45.0 |
| Tamko | 46.0% | 44.0% | 46.0% | 31.0 |
| Bird | 22.0% | 25.0% | 26.0% | 28.0 |
| Iko | 19.0% | 27.0% | 26.0% | 15.0 |
| Atlas | 22.0% | 18.0% | 18.0% | 18.0 |
| Emco | 16.0% | 6.0% | 11.0% | 11.0 |
| other | 5.0% | 4.0% | 1.0% | 1.0 |
| indicated one or more | 97.0% | 96.0% | 94.0% | 92.0 |
| no answer | 3.0% | 3.0% | 6.0% | 7.0 |
| none | 0.0% | 1.0% | 0.0% | 1.0 |
| Units Built | |||
|---|---|---|---|
| 1-4 | 5-49 | 50+ | |
| base: BUILDER builders | 176.0 | 245.0 | 76.0 |
| CertainTeed | 80.0% | 75.0% | 71.0% |
| Owens Corning | 77.0% | 73.0% | 79.0% |
| GAF (incl. Timberline, Royal Sovereign) | 73.0% | 72.0% | 66.0% |
| Celotex | 63.0% | 58.0% | 66.0% |
| Johns Manville | 53.0% | 46.0% | 49.0% |
| Elk | 47.0% | 48.0% | 43.0% |
| Tamko | 40.0% | 44.0% | 29.0% |
| Bird | 31.0% | 24.0% | 24.0% |
| Iko | 30.0% | 19.0% | 16.0% |
| Atlas | 18.0% | 18.0% | 17.0% |
| Emco | 10.0% | 10.0% | 7.0% |
| other | 2.0% | 3.0% | 1.0% |
| indicated one or more | 93.0% | 96.0% | 91.0% |
| no answer | 7.0% | 4.0% | 7.0% |
| none | 0.0% | 0.0% | 3.0% |
Brand Innovation
Which ONE brand is leading this category in the area of INNOVATION?
| Census Region | |||||
|---|---|---|---|---|---|
| Total | Northeast | Midwest | South | West | |
| base: BUILDER builders | 501.0 | 83.0 | 128.0 | 186.0 | 104.0 |
| CertainTeed | 8.0% | 13.0% | 9.0% | 5.0% | 6.0% |
| GAF (incl. Timberline, Royal Sovereign) | 7.0% | 5.0% | 11.0% | 9.0% | 1.0% |
| Owens Corning | 7.0% | 2.0% | 8.0% | 7.0% | 9.0% |
| Elk | 5.0% | 2.0% | 6.0% | 5.0% | 7.0% |
| Tamko | 2.0% | 4.0% | 2.0% | 3.0% | 2.0% |
| Celotex | 1.0% | 0.0% | 1.0% | 0.0% | 2.0% |
| Iko | 1.0% | 2.0% | 1.0% | 0.0% | 0.0% |
| Johns Manville | 1.0% | 1.0% | 1.0% | 0.0% | 2.0% |
| Atlas | 0.0% | 0.0% | 1.0% | 0.0% | 0.0% |
| Bird | 0.0% | 1.0% | 0.0% | 0.0% | 0.0% |
| Emco | 0.0% | 0.0% | 0.0% | 1.0% | 0.0% |
| other | 0.0% | 0.0% | 0.0% | 0.0% | 1.0% |
| no answer | 66.0% | 69.0% | 61.0% | 67.0% | 70.0% |
| answered multiple | 1.0% | 0.0% | 0.0% | 3.0% | 1.0% |
| Average Sale Price | ||||
|---|---|---|---|---|
| Under $125K | $125K-$199K | $200K-$349K | $350K+ | |
| base: BUILDER builders | 37.0 | 142.0 | 141.0 | 170.0 |
| CertainTeed | 3.0% | 7.0% | 11.0% | 7.0 |
| GAF (incl. Timberline, Royal Sovereign) | 3.0% | 8.0% | 11.0% | 5.0 |
| Owens Corning | 5.0% | 9.0% | 8.0% | 4.0 |
| Elk | 5.0% | 6.0% | 4.0% | 6.0 |
| Tamko | 3.0% | 1.0% | 4.0% | 1.0 |
| Celotex | 0.0% | 1.0% | 1.0% | 0.0 |
| Iko | 0.0% | 1.0% | 0.0% | 1.0 |
| Johns Manville | 0.0% | 0.0% | 1.0% | 1.0 |
| Atlas | 0.0% | 1.0% | 0.0% | 0.0 |
| Bird | 0.0% | 0.0% | 0.0% | 1.0 |
| Emco | 0.0% | 0.0% | 0.0% | 1.0 |
| other | 3.0% | 0.0% | 0.0% | 0.0 |
| no answer | 76.0% | 64.0% | 60.0% | 74.0 |
| answered multiple | 3.0% | 1.0% | 1.0% | 2.0 |
| Units Built | |||
|---|---|---|---|
| 1-4 | 5-49 | 50+ | |
| base: BUILDER builders | 176.0 | 245.0 | 76.0 |
| CertainTeed | 7.0% | 9.0% | 5.0% |
| GAF (incl. Timberline, Royal Sovereign) | 9.0% | 7.0% | 4.0% |
| Owens Corning | 7.0% | 7.0% | 7.0% |
| Elk | 5.0% | 7.0% | 3.0% |
| Tamko | 2.0% | 3.0% | 1.0% |
| Celotex | 0.0% | 1.0% | 1.0% |
| Iko | 1.0% | 1.0% | 0.0% |
| Johns Manville | 1.0% | 0.0% | 1.0% |
| Atlas | 1.0% | 0.0% | 0.0% |
| Bird | 1.0% | 0.0% | 0.0% |
| Emco | 0.0% | 0.0% | 0.0% |
| other | 1.0% | 0.0% | 0.0% |
| no answer | 67.0% | 62.0% | 78.0% |
| answered multiple | 1.0% | 2.0% | 0.0% |
Brands Used the Most
Which brand(s) does your firm USE THE MOST?
| Census Region | |||||
|---|---|---|---|---|---|
| Total | Northeast | Midwest | South | West | |
| base: BUILDER builders | 501.0 | 83.0 | 128.0 | 186.0 | 104.0 |
| CertainTeed | 20.0% | 24.0% | 30.0% | 17.0% | 9.0% |
| GAF (incl. Timberline, Royal Sovereign) | 18.0% | 28.0% | 16.0% | 20.0% | 9.0% |
| Owens Corning | 16.0% | 10.0% | 20.0% | 19.0% | 13.0% |
| Elk | 10.0% | 4.0% | 11.0% | 10.0% | 13.0% |
| Tamko | 10.0% | 14.0% | 10.0% | 10.0% | 8.0% |
| Celotex | 4.0% | 4.0% | 4.0% | 3.0% | 6.0% |
| Bird | 2.0% | 10.0% | 1.0% | 1.0% | 0.0% |
| Iko | 2.0% | 7.0% | 2.0% | 0.0% | 0.0% |
| Johns Manville | 2.0% | 1.0% | 3.0% | 1.0% | 4.0% |
| Atlas | 1.0% | 1.0% | 2.0% | 2.0% | 0.0% |
| Emco | 0.0% | 0.0% | 0.0% | 0.0% | 2.0% |
| other | 1.0% | 2.0% | 0.0% | 1.0% | 4.0% |
| indicated one or more | 67.0% | 78.0% | 74.0% | 64.0% | 53.0% |
| did not indicate | 26.0% | 17.0% | 22.0% | 28.0% | 37.0% |
| no answer | 5.0% | 4.0% | 4.0% | 6.0% | 5.0% |
| none | 2.0% | 1.0% | 0.0% | 2.0% | 6.0% |
| Average Sale Price | ||||
|---|---|---|---|---|
| Under $125K | $125K-$199K | $200K-$349K | $350K+ | |
| base: BUILDER builders | 37.0 | 142.0 | 141.0 | 170.0 |
| CertainTeed | 27.0% | 24.0% | 16.0% | 16.0 |
| GAF (incl. Timberline, Royal Sovereign) | 30.0% | 19.0% | 11.0% | 21.0 |
| Owens Corning | 22.0% | 19.0% | 19.0% | 11.0 |
| Elk | 5.0% | 7.0% | 12.0% | 11.0 |
| Tamko | 14.0% | 13.0% | 12.0% | 5.0 |
| Celotex | 3.0% | 3.0% | 4.0% | 5.0 |
| Bird | 3.0% | 0.0% | 1.0% | 5.0 |
| Iko | 0.0% | 1.0% | 2.0% | 1.0 |
| Johns Manville | 0.0% | 2.0% | 1.0% | 4.0 |
| Atlas | 3.0% | 1.0% | 1.0% | 1.0 |
| Emco | 0.0% | 1.0% | 1.0% | 0.0 |
| other | 5.0% | 2.0% | 1.0% | 1.0 |
| indicated one or more | 73.0% | 73.0% | 70.0% | 57.0 |
| did not indicate | 24.0% | 23.0% | 23.0% | 33.0 |
| no answer | 3.0% | 3.0% | 5.0% | 6.0 |
| none | 0.0% | 1.0% | 1.0% | 4.0 |
| Units Built | |||
|---|---|---|---|
| 1-4 | 5-49 | 50+ | |
| base: BUILDER builders | 176.0 | 245.0 | 76.0 |
| CertainTeed | 16.0% | 22.0% | 20.0% |
| GAF (incl. Timberline, Royal Sovereign) | 15.0% | 22.0% | 14.0% |
| Owens Corning | 11.0% | 20.0% | 17.0% |
| Elk | 10.0% | 11.0% | 4.0% |
| Tamko | 9.0% | 13.0% | 4.0% |
| Celotex | 2.0% | 5.0% | 3.0% |
| Bird | 3.0% | 2.0% | 0.0% |
| Iko | 3.0% | 1.0% | 1.0% |
| Johns Manville | 4.0% | 2.0% | 0.0% |
| Atlas | 1.0% | 2.0% | 1.0% |
| Emco | 0.0% | 1.0% | 0.0% |
| other | 2.0% | 2.0% | 0.0% |
| indicated one or more | 60.0% | 74.0% | 61.0% |
| did not indicate | 31.0% | 22.0% | 29.0% |
| no answer | 7.0% | 3.0% | 7.0% |
| none | 2.0% | 1.0% | 4.0% |
Brands Used in Past 2 Years
Which brands has your firm USED IN THE PAST 2 YEARS in the homes you've built (including brands you subcontracted with others to install)?
| Census Region | |||||
|---|---|---|---|---|---|
| Total | Northeast | Midwest | South | West | |
| base: BUILDER builders | 501.0 | 83.0 | 128.0 | 186.0 | 104.0 |
| GAF (incl. Timberline, Royal Sovereign) | 43.0% | 53.0% | 42.0% | 46.0% | 30.0% |
| CertainTeed | 42.0% | 47.0% | 49.0% | 42.0% | 29.0% |
| Owens Corning | 36.0% | 19.0% | 45.0% | 42.0% | 25.0% |
| Elk | 21.0% | 12.0% | 18.0% | 22.0% | 31.0% |
| Tamko | 21.0% | 27.0% | 18.0% | 23.0% | 15.0% |
| Celotex | 16.0% | 7.0% | 15.0% | 18.0% | 21.0% |
| Johns Manville | 9.0% | 5.0% | 10.0% | 8.0% | 11.0% |
| Iko | 6.0% | 18.0% | 10.0% | 1.0% | 2.0% |
| Bird | 5.0% | 23.0% | 1.0% | 2.0% | 3.0% |
| Atlas | 4.0% | 1.0% | 4.0% | 8.0% | 0.0% |
| Emco | 1.0% | 0.0% | 1.0% | 1.0% | 3.0% |
| other | 2.0% | 4.0% | 0.0% | 1.0% | 5.0% |
| indicated one or more | 85.0% | 92.0% | 90.0% | 84.0% | 77.0% |
| did not indicate | 8.0% | 5.0% | 6.0% | 9.0% | 13.0% |
| no answer | 5.0% | 4.0% | 4.0% | 6.0% | 5.0% |
| none | 2.0% | 0.0% | 0.0% | 1.0% | 6.0% |
| Average Sale Price | ||||
|---|---|---|---|---|
| Under $125K | $125K-$199K | $200K-$349K | $350K+ | |
| base: BUILDER builders | 37.0 | 142.0 | 141.0 | 170.0 |
| GAF (incl. Timberline, Royal Sovereign) | 49.0% | 44.0% | 40.0% | 44.0 |
| CertainTeed | 46.0% | 46.0% | 38.0% | 41.0 |
| Owens Corning | 51.0% | 44.0% | 34.0% | 26.0 |
| Elk | 16.0% | 15.0% | 26.0% | 23.0 |
| Tamko | 30.0% | 25.0% | 23.0% | 12.0 |
| Celotex | 22.0% | 15.0% | 16.0% | 15.0 |
| Johns Manville | 3.0% | 9.0% | 6.0% | 11.0 |
| Iko | 0.0% | 9.0% | 7.0% | 4.0 |
| Bird | 3.0% | 4.0% | 3.0% | 8.0 |
| Atlas | 5.0% | 6.0% | 5.0% | 1.0 |
| Emco | 0.0% | 1.0% | 2.0% | 1.0 |
| other | 5.0% | 4.0% | 1.0% | 1.0 |
| indicated one or more | 92.0% | 88.0% | 89.0% | 79.0 |
| did not indicate | 5.0% | 8.0% | 5.0% | 12.0 |
| no answer | 3.0% | 3.0% | 5.0% | 6.0 |
| none | 0.0% | 1.0% | 1.0% | 2.0 |
| Units Built | |||
|---|---|---|---|
| 1-4 | 5-49 | 50+ | |
| base: BUILDER builders | 176.0 | 245.0 | 76.0 |
| GAF (incl. Timberline, Royal Sovereign) | 40.0% | 47.0% | 38.0% |
| CertainTeed | 41.0% | 45.0% | 36.0% |
| Owens Corning | 31.0% | 40.0% | 36.0% |
| Elk | 23.0% | 24.0% | 9.0% |
| Tamko | 16.0% | 27.0% | 12.0% |
| Celotex | 10.0% | 20.0% | 16.0% |
| Johns Manville | 10.0% | 8.0% | 7.0% |
| Iko | 9.0% | 6.0% | 3.0% |
| Bird | 6.0% | 6.0% | 3.0% |
| Atlas | 2.0% | 5.0% | 4.0% |
| Emco | 1.0% | 2.0% | 0.0% |
| other | 2.0% | 2.0% | 0.0% |
| indicated one or more | 85.0% | 89.0% | 78.0% |
| did not indicate | 7.0% | 7.0% | 12.0% |
| no answer | 7.0% | 3.0% | 7.0% |
| none | 1.0% | 1.0% | 4.0% |
Purpose
The findings cited in this report are based on a survey sponsored by Hanley-Wood, LLC, on behalf of their publication, BUILDER.
The purpose of this research project was to provide the editors and advertisers with a profile of the brands used by builders in the BUILDER audience. Specific areas of inquiry included:
- The number and average sale price of residential units built by respondents' firms in 2004.
- Respondents' familiarity with, use of, and opinions about brands in 69 product categories.
- The one brand within each category respondents feel is best at communicating with them.
The survey sample of 6,250 was selected in systematic fashion by Palm Coast Data, Inc., and Readex from BUILDER's domestic, qualified "builder" circulation of approximately 125,000 recipients at the time of sample selection.
Five versions of an 8-page questionnaire were designed jointly by BUILDER and Readex. Each version contained two questions common to all versions, with the remaining brand-specific questions unique to each.
Data was collected via mail survey from October 18 to December 11, 2000. To ensure the value of this brand use data to manufacturers, the findings cited in this report are based on the 2,247 respondents who indicated their firms built residential units in 2000 (36% of the survey sample).
The margin of error for percentages based on all 2,247 usable responses is ±2.0% at the 95% confidence level. The margin of error for percentages based on smaller sample sizes—census regions, for example— will be larger.
