Conversations About Rodents Up 332% in February

Engagement around the topic of ticks in New York up 262%

To keep a pulse on consumer pest concerns, the Professional Pest Management Alliance (PPMA), the consumer marketing arm of NPMA, uses Artificial Intelligence to accurately assess public opinion on a given topic by generating randomized, controlled samples of the population through online media and using text analytics.  

In its most recent PPMA Update, a monthly newsletter shared with investors, they reported February results. According to PPMA’s AI research, rodents and termites saw the highest increase in engagement out of any other core pest in February at 332% and 80%, respectively. Engagement around the topic of groundhogs saw a staggering increase at 228%, most presumably in connection to the celebration of Groundhogs Day. Notably, there was a stark increase in engagement on the topic of squirrels in Illinois at 4,785%, mice in Indiana at 761%, and ticks in New York at 262%. Additionally, the state of Arizona experienced a strong increase in engagement on the topic of spiders at 5,881% and flies at 4,979%. Across all age and gender demographic breakdowns, flies and rats saw the highest engagement in the month of February.

To learn more about PPMA and its consumer research, contact Jim Fredericks jfredericks@pestworld.org.