Industry data firm creates PR ‘unicorn’ with lead BBC News story
PR coup is scored by property market intelligence company, Dataloft, as BBC News leads on unaffordable rents for under 30s across an entire day.
A PR coup was scored by one of the industry’s leading property data and market intelligence companies, recently, when the BBC majored on the rent affordability issue, based on research by Dataloft.
Modestly, Dataloft says they shared the spotlight with BBC News after their analysts worked closely with BBC data journalists over several weeks to provide rigorous analysis to back up a headline story about the cost of living crisis.
Using their Dataloft Rental Market Analytics (DRMA) dataset, they calculated average affordability ratios based on individual renters. The findings revealed under 30s across the UK and not just in London, were struggling with the rental part of their monthly outgoings.
Dataloft claims theirs is far more accurate than the ratios based on average incomes and average rents.

Rory Black, Director of Dataloft said, “The BBC team were fantastic and it’s a really informed and well researched article. We were delighted to provide the analysis and with the coverage that the story achieved.”
The BBC broadcast the story, developed through live interviews with industry commentators. The package revealed that across the UK in areas usually not associated with rent poverty, that a ‘Growing share of under-30s pay unaffordable rent’.
The coverage from the story was extensive. The article received a million page views on the BBC News website after day one, and the analysis has been picked up and run by several other publications and news channels, including BBC News, Newsnight, ITV News, Radio 1 and 2, Daily Mail and the Guardian.
During the day, interviews were conducted with Elton Papri of Shipways Lettings. The BBC also called on a Propertymark representative, Adam Kingswood (right) to put the case for the private rented sector. He was interviewed at length on live TV, by Martine Croxall during the lunchtime slot.
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