Channel 4 agrees data partnership with Zoopla

Zoopla will show house price data on Channel 4 property show Worst House on the Street.

This is part of the programme’s first data partnership, brokered by Zenith and Channel 4 Sales, that will overlay valuations and other insights for different locations around the UK over each episode in the six-week run.

The series is expected to reach more than 3m UK adults and 250,000 people who intend to purchase or sell a home in the next 12 months.

“This partnership provides authentic value to Channel 4’s Worst House on the Street programme, so it was a no-brainer,” Nikki Cole, director of national sales at Zoopla, said. “Not only will it help inspire buyers and sellers this summer to get in touch with their local agent, but it will also help inform the nation on what you can get for your money in different parts of the country.”

Channel 4 has previously used similar graphic data overlays, such as with Rightmove for Location, Location, Location.

Rupinder Downie, content solutions leader from Channel 4, added:  “By providing accurate information from the leading player in the property data space in the show, we’re leading the way in innovative brand integration to key audiences — a key pillar of our Fast Forward strategy as we become a digital-first streamer.”