Last 7 days
51
observed
How hard the weather is pushing pest demand in Atlanta right now, on a 0 to 100 scale where 100 is peak-season demand and 30 is the winter floor that never goes away.
Atlanta sits at 40 this week, right on its five-year normal for mid October. The forecast has it rising to 43 next week. This is the fall slide. On a normal year Atlanta drops under 50 the week of Oct 8; this year it is already under that line. From here the normal gives back another 10 points to a floor of 30 by January. Demand falls faster than most budgets do, and the slide is where spend runs ahead of the market.
On a normal year pest season in Atlanta starts building the week of Apr 16, when the Pest Pressure Index clears 40 off its winter floor, and is fully on by the week of May 7, when it crosses 50, half of peak. It peaks at 83 the week of Jul 16 and drops back under 50 the week of Oct 8.
One email a week: this number, which way it is heading, and what that means for the next three weeks. Atlanta only.
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This is the market's half of the math. The Almanac runs your half: your spend and your signed customers, graded against this same curve. See the Almanac
The Pest Pressure Index converts daily temperature into pest demand: nothing below a 48°F daily mean, rising to full demand at 86°F, easing in extreme heat, with a winter floor of 30. Weekly readings average the daily values. In Atlanta the model tracks five years of "pest control" search interest at r=0.92; across 62 metros it runs r=0.93. It measures the market, not any one company.
Weather data: Open-Meteo. Search interest: Google Trends, Greater Atlanta market. Readings are the engine's own output and contain no company's advertising or customer data.