250 Data Sources That Can Be Used for PR Campaigns

Each week in The Digital PR Observer Newsletter I share five data sources that can be used for PR campaigns. The newsletter recently hit 50 issues, which means that I've now shared 250 data sources with subscribers.

To mark that milestone, I've curated this list of all 250 data sources.

The sources are divided up into the below categories which you can click on to jump straight to that section. I've also added an emoji next to them based on if they're worldwide datasets or for a specific country. For Sports and for Entertainment, I've also added an emoji for if they're TV, Film, Music, or Video Games, or for which sport they cover.

• Business

• Crime

• Entertainment

• Finance

• Food & Drink

• Health

• Motor

• Property

• Social

• Sports

• Tech

• Travel

• Misc.

Many datasets get updated on a monthly or annual basis. Some datasets were shared more recently than others. Always check if there's a newer version of the dataset available.

Bonus tip: if you think any of these data sources could be great to use but you're unsure of how, pop the url into a backlink tool and see what pages have linked to the dataset - you'll find some great content inspo from how other sites have used the data.

This Is an ongoing list. Each week I share five new data sources in The Digital PR Observer Newsletter. Drop your email below to start receiving the newsletter for free each week.

Business Datasets for PR Campaigns

🇬🇧 Labour Market Overview, UK

Each month the Office of National Statistics releases fresh data about the state of employment in the UK. These reports are great starting points in brainstorms if you have any business related clients. The reports cover a lot of different data points including employment rates, weekly hours worked, redundancies, part-time workers, and much more.

🇬🇧 Business Demography, UK - Business Births, Deaths and Survival Rates

This ONS dataset has a huge amount of data on the number of businesses in the UK and how those numbers change dating back to 2018. This is a really great dataset for tracking the number of new businesses created in each UK local authority, as well as the number of business closures each year. My favourite part of the dataset however is the data on how many businesses are still operating after their first, second, third, fourth and fifth years, which you can break down not just by region, but by industry too.

🇬🇧 Income by UK Local Authority

This ONS dataset gives you loads of different data on the average income per local authority in England and Wales. You can view the average hourly, weekly, and annual income for workers in each region, which is also nicely broken down by gender and full time vs part time working status, with your YoY comparisons and percentile  breakdowns also thrown in. This data on it’s own is interesting, but can be really valuable when used to weight other metrics by the average annual salary in each local authority.

🇬🇧 Sickness Absence in the UK Labour Market

Another very interesting ONS dataset, this one is data all around absence rates of UK workers due to sickness. The data includes number of work days lost, by country and region, sex and age group, and employment type, as well as data on certain specific illnesses. The regional data makes for some really interesting localised data insights, and again there’s a large range of data for previous years allowing you to spotlight trends over time.

🇬🇧 Which Skills are Employers Seeking in your Area?

If you have any UK clients, the ONS is a goldmine of data sources, with hundreds of new ones added each month. This one that I found is an absolute beauty! It’s a tool that shows the most advertised jobs/occupations in each UK local authority area. When you click on the Publications link, you’ll find a really great page where you can look up in depth analysis for the most in demand skills in each area, as well as the UK overall, along with a link to download the full dataset. So many great angles you can take with this dataset!

🇬🇧 The Impact Of Motherhood On Monthly Employee Earnings And Employment Status In England

This ONS report has some very interesting data comparing how having a child impacts the earnings of mothers, finding that five years after the birth of a first child, monthly earnings were reduced on average by 42%, or £1,051 per month, compared with earnings one year before the birth. The data however is only available by region rather than cities which I know we all love for those localised angles, but the breakdown by age group is particularly interesting. Could be a great dataset for a finance or parenting brand creating content around the cost of motherhood.

🇬🇧 YunoJuno Freelancer Rates Report

YunoJuno’s freelancer rates report is a great resource if you want to do any analysis of the rates charged by freelancers across different sectors. Data points include the daily and hourly rates, and average contract lengths for work sourced through the YunoJuno platform. The data covers bookings from 2022-2024, with the report also providing comparison points to spot changes from year to year.

🇬🇧 Companies House

Those that love to be a bit nosy among us (or as I prefer… curious) in the UK will be familiar with having a late night snoop at Companies House. There are loads of different ways that Companies House data could also be used for PR campaigns. For example, you can view the filed accounts of any public company, collect a list of companies registered in a specific location, find how many companies in a region have dissolved during a specific time period, or just analyse a list of company names.

🇬🇧 Gross Value Added per hour Worked by Local Authority

This annual ONS report is a really good dataset for ranking which UK cities have the most productive labour economies. This is a great way of weighting datasets such as the number of jobs or number of hours worked per region to provide more reliable data. Here, labour productivity is measured by output per hour worked to calculate the gross value added per hour worked in each UK subregion (which basically includes every major city in England, Scotland, Wales, and Northern Ireland). A good potential resource for index campaigns.

🇬🇧 Mergers and Acquisitions (M&A) involving UK Companies

This next ONS dataset is a very useful data source for tracking mergers and acquisitions involving UK companies. The data is updated every three months and provides a breakdown of the total number of acquisitions by year and quarter, the value of the acquisitions, how many involved foreign companies with a breakdown by continent, along with data specifically for sales of one UK company to another UK company. The data dates all the way back to 2003.

🇺🇸 Fortune 500 - Top 500 US Companies by Revenue

As well as the global 500 list, Fortune also list the top 500 companies in the U.S. This list has been going since 1996, and likewise has lots of great data points to analyse by.

🇺🇸 SmartAsset Paycheck Calculator

Using the average income for each State in the US is a great starting point, but if you want to go a step further with your analysis, this tool by SmartAsset is a source of data. Based on your salary and which State you live in, it will calculate how much of your salary you pay in tax, and what your actual take home pay is.

🇺🇸 U.S. Bureau of Labour Statistics

The U.S. Bureau of Labor Statistics contains so many amazing datasets related to employment and spending. As is the case with the Australian Bureau of Statistics, I suggest keeping the latest releases page bookmarked. BLS also has a great release calendar that is super for spotting upcoming releases so that you can use them as soon as they’re released before anyone else.

🇺🇸 Statistics on U.S. Businesses

This next dataset from the U.S. Census is a fantastic report on the number of businesses in America. The data is very detailed and provides you with a breakdown of the number of businesses, number of employees, and even the annual payroll, all of which is broken down by state, industry, and size of the business. In total there’s 1,383 different industries listed so this is a real great report for analysis of specific industries. Although the data is correct as of 2022 it is the most recently released data as of 2025.

🇺🇸 Percent Change in Number of Business Establishments by State

If you do need more up to date data on the number of U.S. businesses however, the U.S. Census isn’t the only source of this data, you can also get figures from the Bureau of Labour Statistics. On this page you can filter between a number of different map graphics which nicely illustrate the different datasets broken down by state. This one here is a nice simple overview of the number of businesses in each state in 2025, and the percentage growth/decline vs 2024.

🇺🇸 Ask A Manager Salary Survey Responses

This survey by Ask A Manager has some amazing insights on salary details for a whole range of sectors in the US. Over 13,000 responses that’s broken down by state, remote working status, experience, education, gender, and race.

🇺🇸 Ask A Manager PTO Survey Responses 

Another amazing research project by Ask A Manager, this time looking at how many days off work different sectors get each year. The vast majority of the responses are US based with some from Canada too, but probably not a large enough sample size for any country outside the US. Really interesting insights whether you use them for content or just to benchmark against for your own role.

🇺🇸 Employment Count And Average Annual Wages For Every Occupation By Us State

This is a great page breaking down employment and pay data in America. Using the tool (which doesn’t load great on mobile fyi) you can view which States have the highest employment count and annual wages, and most jobs per 1,000 workers. What is really interesting though is how you can filter by different occupations allowing you to do some great data analysis on things like the top occupation in each State and which States certain jobs are harder to find in.

🌍 Forbes Global 2000 Dataset: Revenue, Profit, and Rankings (2024)

Each year, Forbes releases a list of the world’s largest public companies. This dataset gives you the list of all 2,000 companies along with financial data on each one, which includes sales, profits, assets, and market value.

🌍 Fortune 500 - Top 500 Global Companies by Revenue

Each year Fortune publishes their list of the world’s top 500 companies with the largest revenue, and the 2025 list was released just last week. As well as providing lots of reactive opportunities, the list is also great to use from a data pov as it provides plenty of different filtering options within the site, which makes it very easy to quickly produce your own analysis of the results. The lists now go back to 1995 so you have 30 years of comparison points, and you can also filter the data by metrics such as companies with a female CEO, how long companies have been on the list, and their number of employees.

🌍 Intellizence - Largest Mergers and Acquisitions Deals

B2B campaigns can sometimes be difficult to find unique data-led campaigns ideas for. One data point that can provide lots of different stories while being very relevant is data on mergers and acquisitions. Intellizence is a site that does a great job of listing all of the latest M&A deals from the past year that can be a good starting point for lots of analysis ideas. They also have a paid API product for more historical datasets too.

🌍 Stock Analysis by Industry

Another great example of a data source for B2B campaigns is stock data. Stock Analysis has a lot of data that could be used for data campaigns, and I especially like this one that provides stock data grouped by 145 different industries. With lots of individual data points such as market cap, dividend yields, profit margins, and total revenue, there’s a lot of data-led insights that could be produced using this data.

🌍 State of the Global Workplace Report

This report by Gallup is a huge deep dive into the perceptions of the workplace around the world. The report is 141 pages so covers a lot of different insights. Some of the most interesting data points include the percentage of employees who are engaged and how it has changed dating back to 2009, if employees feel as though they’re thriving vs struggling, what emotions workers feel during an average day, and how many people are currently intending to leave their current role, all broken down by country, age range, gender, job level, and remote working status. A lot of data in this report that could be excellent for best countries to work in type campaigns.

🌍 OECD - Average Annual Wages

This only covers OECD countries, so you may need a larger dataset if you’re doing a global index campaign for example. OECD does however cover the major countries, making this a reliable source if you need the average salaries in a country - a smart way of weighting any of your data for better accuracy.

🌍 Percentage of Women in Senior and Middle Management Positions by Country

International Labour Organization is home to some really fascinating datasets. This dataset allows you to analyse the percentage of women in every country around the world that make up senior and middle management positions. The data is sourced from individual Labour Force studies in each country and is a huge timesaver to help you avoid collecting all of these datasets individually by yourself. The records go back to 2000, allowing you to also analyse plenty of comparison points, such as showing the countries where the percentage is increasing the most.

🌍 Global Tech Talent Guidebook 2025

The Global Tech Talent Guidebook is a massive report on the state of people working in tech in major countries and cities around the world. Some of the interesting insights that the report includes are the amount of office space, rent prices, and occupation rate in key markets, the markets with the most AI trained tech talent and job postings for AI skilled workers, which countries have the most universities in the top 1,000 rankings, and which countries have the highest percentage of people with a bachelor’s degree or higher. On the report summary there’s a map that also provides some really useful data for major cities on the amount of tech talent available, the price of operating in the city, and venture capital funding available.

Crime Datasets for PR Campaigns

🇬🇧 CrimeRate

Crime data from various ONS sources is widely available but a lot of the time you have to apply a lot of your own data filtering and analysis to really make any use of it. CrimeRate is a fantastic site that gives you UK crime data specific to your local region and does a wonderful job of summarising data and trends in a much more user friendly manner. Once you enter your postcode or city you will get a report detailing figures such as the crime rate over time, how it compares against the average in your county and region, and the rate of specific crimes such as drugs, robbery, vehicle crime, and more. A really great resource for creating localised data stories, ranking the safest cities, or comparing the worst cities for specific crimes.

🇬🇧 Cyber Crimes in England and Scotland

A really interesting live dashboard of data about cyber crimes in England and Scotland. The dashboard is really easy to use with lots of filters that make it easy to get the exact data you’re looking for based on the type of crime, region, date range, and type of victim. Plus it’s regularly updated daily with the latest data.

🇬🇧 UK Cyber Security Breaches Survey 2024

Another dataset about cybersecurity, this time focusing more on how businesses feel about cyber crime in the UK, what they’re doing to protect themselves, and how they’re reacting to attacks. Reports like this can be really great sources for contextualising campaigns and helping to show why the content is topical, to both clients you’re pitching the campaign idea to, and Journos that you’re pitching the story to, while also helping them to flesh their article out further.

🇬🇧 UK Finance Annual Fraud Report 2025

This report contains a ton of interesting data and insights into the UK fraud industry. Most of the data dates back to 2015, with data points including the source of the fraud, prevented frauds, stats on card fraud, cheque fraud, remote banking fraud, and much more.

🇺🇸 U.S. Fraud Reports

The U.S. Federal Trade Commission provide regularly updated data on fraud reports which you can find here. I really like how they create Tableau sheets to break the data down into different reports which are nice and user friendly. The linked to report provides a breakdown of fraud reports by the type of report, the state they were reported in, the number of reports, and the total financial loss of each type of fraud, with data going back to 2020. The data can also be broken down by metro area, payment methods, and age group of the fraud victim.

🇺🇸 FBI Internet Crime Report

Each year the FBI releases their annual Internet Crime Report. This is a really interesting report that breaks down the number of reported internet crimes in the US and their monetary loss value. There’s also a really useful breakdown by States that could provide some great regional angles.

🇦🇺 Scam Statistics in Australia

This Scamwatch dashboard produced by the Australian Government is your go to resource for any stats you want relating to scams in Australia. The site has a ton of data that you can work your way through, including the demographics of people who get scammed, the most common scams, which scams are more likely to affect women, the elderly, etc, the financial loss of scams, and which states get scammed the most. The dashboard is really easy to use and filter your way through the data making for lots of different data stories that you could produce from this resource.

🌍 Intentional Homicide Victims

This United Nations dataset on homicide rates by country makes for pretty bleak reading, while also providing some pretty incredible insights from a data point of view. The dataset has a thorough breakdown of homicide rates for every country, which includes detailed insights into the gender and ages of homicide victims, as well as their relationship to the perpetrator. Using this data you can reveal insights such as the worst countries and cities for homicides, the most common victims, and homicide rates by family members or partners.

🌍 2024 Corruptions Perception Index

The Corruption Perceptions Index is essentially an index campaign that Transparency International publishes each year. The index is made up of 13 different data sources to measure the perceived levels of corruption in 180 countries. It’s a great example of how a reliable and trusted data source doesn’t always have to be made up of primary research. It also shows how data sources can also be great link building assets, as evidenced by this report having nearly 4,000 referring domains. The data from the report is easy to download and has some great comparison data points to spotlight which countries are improving and declining. A great dataset to use for your own index campaigns.

🌍 Countries with the Most Mafia Style Groups

This Organized Crime Index ranking of the countries and regions with the most mafia style groups is an interesting ranking that could be of good use as a data source for ranking the safest/most dangerous countries to live in. The index analyses 32 different metrics which look at crime factors such as drug trade and financial crimes, along with resilience indicators such as law enforcement and national policies which also factor in how well equipped each country is to deal with mafia style crime activity.

Entertainment Datasets for PR Campaigns

🌍📺🎬 Netflix Top 10

Netflix publish the top 10 most viewed TV shows and movies, both globally and in each country, on a weekly basis. From this data you can track the amount of views for each title, and how many hours of the show have been viewed that week. They’ve made it a bit harder to find now, but just below the “Top 10” heading, there’s a download icon that when you click on it lets you download all of the historical weekly top 10 data in a lovely Excel file.

🌍📺🎬 Netflix First Half of 2025 Engagement Report

As well as the weekly Top 10 reports, Netflix also releases their “What We Watched” report which covers the total amount of views for any TV Show and Movie with over 100,000 views on the platform during the last six months (over 7,500 shows and more than 8,600 films in total). This report that they release twice a year provides amazing data on the popularity of titles available on Netflix and which are the most watched globally. As well as revealing the most watched shows and films, it’s also a great insight into which titles are the most evergreen and earning huge numbers of streams years after their release (for example, one of the biggest stand outs is the popularity of children’s shows and how evergreen that genre of content is).

🌍📺🎬 Does The Dog Die?

Does The Dog Die is a fascinating site that lists trigger warnings for Movies and TV Shows. It’s a great resource for your own personal use if you’re sensitive to any triggers, but also for researching things like the most common triggers, and the shows/films with the most triggers.

🌍📺🎬 JustWatch

JustWatch is a really cool site that tells you which streaming platforms TV Shows and Films are available to watch on, which obviously has a great use outside of just campaigns. The pages for each show/film also have a lot of useful data on that you can use for campaigns, including runtime, genres, age rating, and a popularity rating across three different sources - JustWatch, iMDB and Rotten Tomatoes.

🌍📺🎬 FlixPatrol

While each individual streaming service publishes weekly and monthly charts of their most watched films and TV series, going through them all individually can be a tad time consuming. FlixPatrol is a great resource for curating all of those charts in one place to quickly see which shows and movies are currently trending across streaming platforms in different countries. You can also get a lot more data by clicking on each title which will show you cool insights such as where the show ranks in the top 10 chart across every country, and a timeline of how many hours were watched each week to see historical trends of how many viewing hours a show earned in its first week/month. FlixPatrol also has a premium tier with even more insights for $49/month.

🌍📺🎬 OpenSubtitles

Kaggle datasets that have long archives of exported text from Reddits or TV Show scripts can unlock a ton of potential creative language analysis ideas. Open Subtitles is another great resource to download scripts as text files, helping you to analyse the language on different Movies and TV Shows.

🌍📺 Transcripts for Every Scene from Every Season of Friends

Kaggle is a goldmine for datasets like this that would take a bit of time for you to collect yourself, but are already available on Kaggle. This dataset contains transcripts for every scene from every season of Friends, which opens up a lot of creative data analysis opportunities. What I love about this dataset is that you’ve even got bonus data too, such as iMDB ratings, viewership, and sentiment analysis of every scene in the first four seasons which is super intriguing.

🌍📺 Every Word of Dialogue and Who Said it in The Office US

Another Kaggle gem. This dataset contains the complete script from every episode of The Office (US). There are some really fun ideas you could do with this dataset around the most common words/catchphrases used in the show, sentiment analysis by character/season, evolutions over seasons, etc. Kaggle also has a lot of other similar datasets to this for many other popular TV Shows if you go exploring on there.

🇬🇧📺 Barb - UK Weekly Top 50 Shows

Each week Barb publishes the top 50 most viewed programmes on traditional TV in the UK (although it has now started to incorporate some streaming services into its weekly charts). Barb is a great resource for data on the most viewed programmes and how many viewers they did, with historical data dating back decades. It’s also really useful for spotting trends in what the UK is watching, helping you to find new trending shows that you might want to create newsjacking stories around.

🇺🇸📺 Nielsen: Top 10

What Nielsen is more commonly used for however is their weekly TV ratings. On this page you can find the top 10 shows each week on streaming services and linear TV (they’re measured in different ways so comparing Netflix shows vs NBC for example isn’t perfect). This page also includes the top 10 companies running the most TV advertising each month. A word of caution when using Nielsen TV ratings moving forward as a data source however, they’ve recently completely changed how they measure TV ratings, moving to a new methodology that is based on a larger sample size of viewers. The downside of this is that you can’t compare TV ratings from September 22nd 2025 to ratings before this date due to the major change in methodology used.

🇺🇸📺 Nielsen: The Gauge - TV Viewing Trends in the U.S.

When it comes to tracking TV ratings, Nielsen is the go to resource in America. As well as the weekly ratings for TV shows which we’ll come to next, they also produce a lot of really interesting reports into audience viewing habits, including this one called The Gauge which uncovers how U.S. audiences spend their time watching TV across platforms and media distributors each month. It’s a great way of seeing the comparative market share of streaming, cable, and broadcast channels, and how each have changed over the past couple of years.

🇺🇸📺 U.S. Television Database

Staying on the topic of U.S. TV ratings data, if you’re searching for historical TV ratings data, USTVDB is a great site for finding such information. As well as finding ratings and demo data for pretty much any show, the site is also a great source for creating seed lists of American TV shows.

🌍🎬 iMDB Movies Dataset - All iMDB Data on Over 1.4 million Movies

This Kaggle gem is a dataset of over 1.4 million movies with 19 different datapoints for each movie. So many great campaigns ideas you can execute based on this data around the movie’s runtime, revenue, budget, ratings, popularity, and more.

🌍🎬 Box Office Mojo

Box Office Mojo is an incredible resource for data on box office sales, and the level of detail you can find data by is fantastic. You can find box office figures down to a daily level, by genre, studio, and by country too. Box Office Mojo also has a lot of their own reports to save you time such as the total box office figures for franchises and which franchises have done the biggest numbers over their whole series of films. They also have a calendar of upcoming movie releases which can be useful for planning reactive opportunities.

🌍🎬 Letterboxd Movie Dataset

This Kaggle dataset is a scrape of the The Letterboxd Movie Classification Dataset for over 10,000 movies. There are a number of different sources to collect movie review/ratings data from, and using a variety of them to get an average can give you even stronger data analysis. This one includes the total number of ratings, number of 1*, 3*, and 5* ratings, how many users are “fans” of the movie, how many watches of the movie have been logged, and how often does the movie appear on user-curated lists on Letterboxd.

🌍🎵 Spotify Charts

There is soooo much great content that can be produced with Spotify data, which makes it one of my absolute favourite data sources for campaigns. Spotify publish the most played tracks and top artists on a daily and weekly basis, both at a global and country level. For some major cities, you can get even streaming data at that level too. The daily songs charts also date back to January 2017 giving you lots of great historical data too. Bonus tip: If you want the number of streams any song has, load the Desktop version of Spotify up and when you view an artist/album you’ll be able to see the number of streams it has.

🌍🎵 Kworb Music Charts

Spotify isn’t the only source that you can use for the top trending songs. There’s also Apple Music, YouTube, Shazam, and Deezer who all publish streaming data on the most played songs. Kworb is a super useful site that curates all of those charts in each country so you can quickly collect and analyse all of that data from one source. From Kworb you can also find some amazing datasets such as these charts of the most streamed song on Spotify from each decade and each year since 2010, and the most popular artists across all streaming services with the country they are most popular in.

🌍🎵 YouTube Music Charts

Spotify have their own music charts that I know are popular within the Digital PR space, but a good alternative or addition that you can use is YouTube’s music charts. You can view data on the top songs and top artists each day/week, and filter your data by country, or view global numbers.

🌍🎵 Shazam Charts

Shazam for those of you unaware, is one of the greatest apps ever created that uses your phone’s microphone to listen to a song and then tells you what that song is. I only recently discovered that they share weekly insights into the most “Shazamed” songs. It doesn’t seem to be great for historical charts but you can filter by country and by certain cities. A pretty cool resource for finding trending songs and unusual patterns.

🌍🎵 WhoSampled

Who Sampled is one of my favourite websites on the whole internet. You know when you hear a part of a song and think “that bit sounds familiar, where have I heard that before?”. Who Sampled is a database that records which songs have been sampled in other songs, and is the place that will give you the answer to questions like that. It can also be a great site for PR campaigns due to its data led nature. On the site you’ll be able to find things like the most sampled songs, most sampled artists, most sampled genres, and as you get more creative with your data analysis, you could also work out things like who a certain artist samples most often, which eras get sampled the most, or which songs have been most sampled in top 10 hits in the last decade.

🌍🎵 Lyrics.com 

Song lyrics I think can be a really great data source for some creative campaign ideas. As well as the more obvious music campaigns, song lyrics can also be a clever way of adding a pop culture element to campaigns for clients in more niche industries, for example the vocabulary used by artists in different eras, genres, etc, or by analysing mentions in lyrics of specific keywords relevant to your industry.

🌍🎵 2024 TikTok Music Impact Report

Unless you’ve been living under a rock for the past couple of years you’ll be aware of the massive impact TikTok has on trending music. This report produced by TikTok and Luminate is a really interesting data driven deep dive into TikTok’s impact on music trends, with lots of audience insights into how music fans behave and discover music via the app. Whether you’re using it to spark ideas, create expert quotes based around the stats, or using the audience insights to better understand user behaviours, there’s a lot of valuable info in this report (which granted has been self commissioned by TikTok so probably involves a small degree of self bias).

🌍🎵 Luminate 2024 Music Industry Report

This report from Luminate is a great deep dive into the music industry looking at the most popular artists and songs of last year, how we consume music, and a look at music super fans. The report contains a ton of data including stats on digital vs physical consumption, the fastest growing genres by US metro level, the top songwriters in the world, how much super fans spend on their favourite artists and how they engage with them, the top music documentaries of 2024, which gen spend the most on live events, the most sold vinyl albums in the US, and a whole lot more. A really fascinating report for any music fans.

🌍🎵 Luminate 2025 Midyear Music Report

Luminate releases their own data insights report every six months on the music industry. The report has a whole host of different data points that provide audience insights data into how we consume music, what genres and artists we’re listening to, and the state of the music industry overall in 2025, with detailed geographical data for U.S. and Canada.

🌍🎵 IFPI Engaging with Music Report

Called “the biggest study of its kind” (probably fair), this report has so many nuggets of data and insights that you can use for any music related campaigns. The report covers topics such as music consumption habits, how music impacts our mental health, streaming music, the most popular genres in different countries, and even more!

🌍🎮 Video Games Sales Dataset

This Kaggle dataset has so much great data on video games sales. The dataset covers 64,016 titles released from 1971-2024, and includes metrics such as the number of worldwide sales of each video game, console, publisher, genre, release data, and critic score. Some great insights that you can pull from this dataset on the best selling and best rated video games split by a lot of different categories.

🌍🎮 Pokédex For All 1025 Pokémon

This one is definitely a bit niche. It’s a Kaggle dataset that serves as a Pokédex for all 1025 Pokémon, listing statistics such as height, weight, health points, attack, and defense as well as evolution groupings. Like I said, niche, but if it’s relevant to your brand/client it could make for a great campaign.

🌍 Ranker

Speaking of sources for seed lists of different things, Ranker is a great source for creating seed lists for your campaigns. Ranker has most popular ranking lists for basically anything Entertainment and Lifestyle related. I wouldn’t use the vote count data as a source for campaigns, but when it comes to finding the top athletes, artists, films, shows, etc, to collect data for, Ranker is a great starting point.

🌍 SocialBlade

A fab resource for tracking follower growth on a number of different social platforms. You can get most of what you need from the free account too.

🌍 Celebrity Net Worth

Celebrity Net Worth is a great resource for researching the net worth of famous people. The site also has a Top Lists section which is very useful for finding the richest people in the world, the richest couples, and the richest people by different categories such as athletes, actors, artists, and more. As well as being a great source for the net worth of famous people, it’s also a great source for creating seed lists of the most famous people in different sectors.

Finance Datasets for PR Campaigns

🌍 Release Dates of Business Earnings Reports

Track which businesses have their earnings reports coming out soon. Great tool for newsjacking opportunities, especially for Finance clients.

🌍 Country GDP over Time

This dataset by International Monetary Fund is a useful resource for comparing the growth or decline in the GDP of a country. Data isn’t available for every single country but it has more than enough to make a good map campaign out of, with GDP figures dating back to 1980, making it ideal for analysing historic data to reveal growth trends by country. You can also filter the GDP metric that you want to analyse, for example looking at GDP per capita or GDP based on purchasing power parity.

🌍 Bank of International Settlements Data and Statistics

Global finance statistics. Lots of regularly released reports on topics such as debt, property prices, exchange rates, banking statistics and more.

🌍 International Monetary Fund World Economic Outlook Quarterly Reports

This report is an amazing resource for financial data on countries with both current data and projected forecasts up to 2030 on a wide range of topics such as a country's current GDP and projected GDP growth, inflation rates, volume of imports and exports, unemployment rates, and government finance statistics. On the database page you can create your own reports for specific countries and/or data points which helps to make exporting the data you need pretty easy.

🌍 Companies Market Cap

This site ranks the companies with the largest market capitalization. You can also look at the biggest companies by earnings, revenue, number of employees and more, as well as ranking by the biggest companies by country and sector.

🌍 Global Trade Outlook and Statistics

This report from the World Trade Organization offers great insights and analysis into the top exporters and importers around the world, including the leading countries for commercial services and digitally delivered services, all summarised in a handy Excel file that you can just download.

🌍 Forbes Billionaires List

Forbes’ Billionaires list is the go to resource for any campaigns analysing data on the super rich. The list covers every billionaire around the globe, and is updated in real time which is great for providing the most up to date data, and makes it a useful resource for newsjacking opportunities too. The list goes beyond just listing the billionaires and their net worths, with data points including their annual growth in net worth, and the source of their wealth. You can also easily filter the list by age, gender, and country too, creating lots of room for creative analysis of the data.

🌍 Government Spendings by Industry

This dataset from International Monetary Fund lists the expenditure on different sectors for each country, for example, how much is spent on general public services, health, protection, defense, environment protection, and more. There’s a lot of data here, and a lot of uses for it. Exporting data from IMF datasets is made pretty simple, and there’s even an API option too.

🌍 The Wealth Report

The Wealth Report is an annual report released by Knight Frank that is a massive deep dive into global finance and wealth data. The new 2025 issue of the report has just been released in the last week and covers a huge amount of data including global wealth by continent, some really interesting breakdowns of the world’s billionaires looking at their personal demographics and how they made their fortunes, which country has the most billionaires, as well as industry specific breakdowns.

🌍 Daily Income of the Top 10% Richest People in Every Country

This is a really interesting dataset from Our World in Data that ranks the top countries based on the income of the richest 10% of people in that country. It’s a really interesting alternative way of ranking the wealthiest countries based on the wealth of the super rich rather than the average population. I really love that all of the data is adjusted for inflation and for differences in living costs between countries to make for better comparisons. The data also dates back as far as 1963 for some countries making it easy to compare which countries’ super rich are getting richer the fastest.

🌍 World’s Wealthiest Cities Report 2025

Henley & Partners’ wealthiest cities report is a great insight into where the super rich live, and which cities are growing at the fastest pace as wealth hubs. The report is broken down into a series of individual reports including the cities with the most millionaires, the cities with the most centi-millionaires, as well as the most expensive cities to live in.

🌍 PEI 300: The World’s Largest Private Equity Firms

The PEI 300 is an annual list of the world’s 300 largest private equity firms, which just released the 2025 version of the report. The ranking is based on the amount of private equity direct investment capital raised from third-party investors, and could make for some interesting analysis for a finance client for example. The report is free, although you do have to register an account to download the full report.

🌍 OECD Pensions Outlook 2024

The OECD Pensions Outlook report is another great industry report that is released on an annual basis and is full of data-led insights. The report is released in December of each year and includes a massive amount of global data points across the 200 page document, with some great insights that could be used for global index or map campaigns, such as the percentage of the working population with a pension, how pensions are taxed in different countries, and much more. These reports can also be great resources for spotting trends to create expert commentary campaigns around.

🌍 WatchCount

WatchCount.com allows you to find data on historical and live eBay listings. The site includes data for many countries including UK, US, Australia, and Canada, and is a great tool for researching how much items sell for on eBay. The site also has watch count data for all sold items which could be an interesting additional angle too.

🌍 AverageFinder

Find the average sale price of items on eBay. A great resource for working out items that are the most valuable on the second hand market. The tool will show you the average price but also the highest and lowest price, which you can also filter by country.

🌍 Camelcamelcamel - Amazon Price Tracker

This is the Amazon version of tools like AverageFinder. Just search for your product and you can see historical price data on how much it’s been listed at on Amazon before. Finishing off the theme of tools that are useful for personal reasons too, you can also setup alerts to be notified when Amazon products drop in price.

🌍 Mavin.io 

Mavin is a similar tool to AverageFinder built on the same basic concept. If you’re looking at more of a category level than a specific product, Mavin may be a better alternative. A great tool for potential content ideas but also a great one if you’re looking to find out how much value your old collectables may be worth (or unwanted presents 👀).

🇬🇧 UKGrantmaking Report

The UK Grantmaking Report is a very interesting report to read through that covers every aspect of the UK grant funding industry. On top of all that, they’ve very handily made all of their data and research easy to download in a lovely Excel file.

🇺🇸 U.S. Income by Demographics

The US Census Bureau is a fantastic resource and a great starting point for any data collection relating to the US population. This report on earnings and income for different demographics is a great resource for audience insights, weighting other findings by income levels of different age groups, races, education levels, etc, and exploring how income levels have grown across different demographics.

🇺🇸 Good Jobs First Tax Break Tracker

This Tax Break database is an archive of every disclosed tax break that states in America have issued to companies, allowing you to track how much revenue local governments forgo in revenue due to tax breaks. The data dates back to 2015 and is very well tagged up which gives you plenty of analysis options. If you do use the data I would definitely read up on the way that tax breaks are disclosed (or not disclosed) as it may affect the specific type of analysis that you’re conducting.

🇺🇸 Sources of Foreign Direct Investment into the U.S.

This tool by the International Trade Association allows you to see which countries are providing the most foreign direct investment into the US. Using the interactive tool you can get data on the number of US workers employed by US affiliates of foreign owned firms, foreign workers employed by foreign affiliates of US owned companies, which countries are buying the most stock in US companies, and which countries’ companies Americans are buying stock in. All of which are broken down by country with historical data dating back decades. Some great insights you could gather from this tool for a finance or business brand for example.

🇺🇸 State Trade by Products

The trade.gov site has some really great datasets on US Trade, Finance and Employment topics. This one here has data on how much each US State makes on imports and exports, and which countries are their most common trade partners. The level of data available from the tool is super detailed, with breakdowns of trade stats for every US State which you can filter by a huge range of different products and countries. Could be great for looking at the most common import/export for each State, which countries States trade with the most, and how each have increased/decreased with data for every year dating back to 2009.

🇺🇸 14,000 Complaints Made to U.S. Banks

The Consumer Complaints Dataset is a structured collection of 14,000 complaints filed by customers in the U.S. regarding financial products and services. Definitely an interesting dataset which includes data on the bank that received the complaint, what the issue was and what product it relates to, the state the complaint was filed in, and how long it took to resolve. It’s not clear where the original data is sourced from but the great thing about Kaggle is that you can just ask any questions direct to the creators of these datasets.

Food & Drink Datasets for PR Campaigns

🇬🇧 Food Hygiene Ratings

Find the food hygiene rating for any UK business and easily download all hygiene data for any area. A great metric for relevant index campaigns, or finding the areas with the best and worst food hygiene ratings.

🇬🇧 Food Poisoning Reports

A database of food poisoning reports. Unfortunately all of the data isn’t super accessible without some clever scraping, but it could definitely be a great source for finding complaints by city, restaurant, or type of food.

🇺🇸 Menu with Price

Menu with Price is a fab site that catalogues the prices of fast food menus in America. What makes this a really interesting dataset for me is that you can filter the menu prices by state, allowing you to compare the prices of a McDonalds, Pizza Hut, Starbucks, etc, in each state to analyse where in the U.S. each chain costs the most, or better yet, is the most expensive relative to the average income per state. The site also lists calorie information on each product which is another interesting data point to analyse.

🇺🇸 Alcohol Consumption by State

Data from World Population Review on which US States consume the most alcohol. Also has data for each state on the number of Driving Fatalities involving Alcohol and the Excessive Drinking Rate. World Population Review is a fantastic resource in general for data about different cities, states, etc around the world.

🌍 Obesity Rates by Country

A great dataset by World Health Organization detailing the obesity rates in (pretty much?) every country. A very useful dataset if you want to rank countries with the best and worst obesity rates, as well as analysing the gender split, and how the rates have changed dating back to 1990.

🌍 Food Inflation Rate by Country

Trading Economics is another site that is an absolute treasure trove of global datasets. This one here covers the inflation rate of food prices around the world, revealing where food prices are rising at the fastest rate. The data is live data that gets regularly updated.

🌍 FAOSTAT - Food and Agriculture Organization Database

FAOSTAT is the database of the Food and Agriculture Organization of the United Nations which contains some very interesting datasets. There’s a load of different data reports available, but some of my favourites include data on the foods produced per country, each country’s top imported and exported foods, and the affordability of a healthy diet per country. The site is also really easy to use for building your own reports within the tool, or easily exporting all of the data at once.

🌍 Global Food Wastage Dataset (2018-2024)

This is a really interesting Kaggle dataset imo. It gives you an Excel ready breakdown of food waste across 20 major countries covering 7 years worth of data. What is really interesting though is the breakdown of food waste by eight different categories such as fruit and veg, dairy products, beverages, and more. As well as the total amount of waste, you also get the estimated financial loss of each layer of food waste per country.

🌍 Dataset of 64,000 Recipes

I like to think that some of these datasets that I share could also have real life uses for people and not just for PR campaigns. This Kaggle dataset is a good example of one that could be both. Someone has curated an archive of over 64,000 recipes into a csv file that is nicely tagged up into categories, ingredients, number of ingredients per recipe, and the number of steps in each recipe. Could be a really useful dataset for creating content around the simplest recipes for beginners, or the most flexible ingredients for example.

🌍 Food Timeline

Ever wondered when different foods were first invented? This great site is a long timeline of just that. For example, fish and chips weren’t a thing until 1860, chicken nuggets didn’t come around until the 1980’s (this floored me), and one of the newest foods is the “Cronut”, a mix of a croissant and a doughnut.

🌍 Eat This Much

Eat This Much is a tool that will plan meals based on your dietary requirements and budget. It’s also a database of nutritional information about different foods such as their calories, carbs, fat, etc. Again, a very useful real life resource, but also one that could have some creative uses for PR campaigns.

Health Datasets for PR Campaigns

🇬🇧 GP Patient Survey Results for Every UK GP

These surveys contain a lot of interesting audience insights about every GP in the UK, including how easy people find it to make an appointment, trust levels, and service satisfaction. A cool tool if you want to do any comparisons of GP’s.

🇬🇧 Experiences of NHS Healthcare Services in England

This ONS dataset is updated on a monthly basis and provides a fascinating look at patient experiences and satisfaction of NHS healthcare services. The dataset covers off 53 different questions, such as how easy it was to make an appointment, how satisfied patients were with the service, and how many people are on a waiting list, all of which is broken down by age, gender, region, and more.

This is very similar to the GP Patient Survey site. I’m not 100% sure how often that site updates the on-site data though. I would say that site is more user friendly for exploring specific questions at specific practices/regions, but the ONS Excel datasets are better for bigger data analysis projects.

🇬🇧 Quarterly Personal Well-being Estimates

Every quarter, ONS releases UK personal well-being data, and the latest quarterly dataset has just been released in the past week. The survey grades the UK by their current life satisfaction, how worthwhile life feels, how happy people are, and how anxious they are, and also includes breakdowns by age group, gender, and region, with comparisons dating back to 2011.

🇬🇧 Life Expectancy for Local Areas of Great Britain

This ONS dataset details the average life expectancy for every local area in England, Scotland, and Wales, and is the type of dataset that could be used in so many different campaigns, especially any relating to health and the best places to live. The data is broken down by gender and also includes 20 years of data allowing you to also analyse the places where life expectancy is increasing the most and least.

🇬🇧 Drug Misuse in England and Wales

Another ONS report, this one looking at illicit drug use in England and Wales. A very interesting dataset if you work with a Health brand for example. The report looks at trends in drug use, the growth and decline of different drugs, and more, all of which is broken down by your usual demographics data, including levels of drug use by household income which I thought was interesting.

🇬🇧 Relationship between Child Mental Ill Health and Absence from School, England: 2021 to 2022

This ONS dataset details the relationship between a child’s mental ill health and their absence from school. Unlike most ONS datasets it’s not the most user friendly but there are some really interesting insights if you’re interested in the topics of education and mental health in children. The gist of the report is that it lists the chances of children experiencing ill mental health by each percentage point of their school attendance (so 0-100% absence rate each listed individually), based on a number of factors such as if the child has a chronic physical condition or is eligible for free school meals. As the figures are listed for each individual percentage point you likely need to do a bit of data grouping to turn the data groups into a larger sample size, but once you do that this report could provide some really interesting and educational insights for a cause driven PR campaign.

🇺🇸 Global Historical Emissions by U.S. State

This dataset from Climate Watch details the greenhouse gas emissions in each state from 1990-2020. With this data you can reveal the states with the highest emissions, the biggest growth/drop in emissions, and you can also filter the results by per capita and per GDP of the state which is very useful too.

🇺🇸 America’s Health Rankings 2024 Senior Report

Most audience insights reports that you find will be based on data for the general population, but reports that focus on a specific demographic can be super valuable for really hyper targeted insights into a specific group. This report from America’s Health Rankings is a really excellent data roundup on the health of adults aged 65+ in America. The report is a lot more user friendly than many industry reports but you can also easily download all of the data as a csv file too. Some of my favourite data points in the report include the rate of drug deaths by state, which states are most on target to meet Healthy People 2023 targets, and an overall ranking of the healthiest and least healthy states for seniors.

🇺🇸 States That Binge Drink The Most in the U.S.

This dataset from the US Centers for Disease Control and Prevention (CDC) is a great resource for stats on binge drinking in the US. The data covers the amount of men and women in the US that drink excessively, the percentage of adults in each State that binge drink, and the cost per person of excessive drinking.

Pair this dataset up with data from World Population Review looking at alcohol consumption levels and driving fatalities involving alcohol by State, and you have the start of a good index campaign or Report exploring alcohol misuse across America 😉.

🇦🇺 Australian National Health Survey

The National Health Survey by the Australian Bureau of Statistics is a really thorough breakdown of different health conditions in Australia, with data available on a state and territory level as well as national, great for producing those localised angles. This survey is great for finding insights such as the volume of smokers and vapers, alcohol consumption, the average weight of the local population, and much much more.

🌍 World Health Statistics Report

The World Health Statistics Report by World Health Organisation is a huge report with global health statistics that is released every year in May. The full datasets with breakdowns by country can be found here, which include data on life expectancy ages, mortality rates, suicide rates, infection rates, alcohol consumption and deaths, and access to health services. Another resource that is very useful when creating index campaigns comparing different nations.

🌍 Depression rates by Country

World Population Review is a goldmine of global datasets and this one is really interesting. The dataset contains the depressive disorder rate of every country, revealing the countries with the highest and lowest depression rates. The latest data is from 2021, but data is also available for 2020 and 2019, providing some nice comparison points to previous years.

🌍 A Global Map of Winter Depression

This is actually an index produced by WellnessPulse made up of a number of different data points to create their own winter depression/SAD score for each country. While I definitely wouldn’t advocate just using their score and copying the ranking of the countries, I do think index scores like this can be a slept on metric that could be used as a ranking factor in your own campaigns, with this being a particularly valuable and unique one ranking the countries most likely to be affected by seasonal affective disorder (SAD).

🌍 The Life Expectancy Age of Men and Women in Every Country from 1960 to 2022

Life Expectancy is a very common metric used in Digital PR campaigns, particularly index campaigns. This Kaggle dataset can be a huge timesaver if you’re looking to analyse life expectancy rates across different countries. What I love about this dataset is that it also has historical data going back to 1960 which is great for comparison purposes.

🌍 Light Pollution Map

Light pollution is an interesting metric that could be used for a number of different index campaigns, particularly travel or health related. This tool provides you with light pollution data for locations around the world, and also has a handy breakdown of light pollution stats by country.

🌍 Air Pollution Levels in Countries Dating back to 2018

Air pollution levels is a common metric that I see used in index campaigns. If you want to quickly access pollution levels around the world this dataset from IQAir is your go to resource. You’ll be able to find pollution levels for 138 different countries based on their annual average PM2.5 concentration. The number of years worth of data for each country varies but nearly all of them have at least two years of data, with many dating back to 2018. There’s also a dataset on the most polluted cities, where you can analyse the most polluted cities, and search for pollution levels by city from a specific country.

🌍 Air Pollution Exposure by Country

World Bank Group is a site with a whole host of amazing global datasets which can be great resources for index campaigns. This one looks at air pollution exposure estimates around the world with comparison points dating back to 1990. I always love datasets that have a download as a csv option too that make our jobs so much easier.

Motor Datasets for PR Campaigns Datasets for PR Campaigns

🇬🇧 Road Lengths in Great Britain

This dataset from the UK Department for Transport detailing the lengths of roads and the different types in Great Britain isn’t necessarily all that interesting by itself. However, it can be a great data point to use for motoring campaigns to weight results by. For example, rather than looking at the number of traffic incidents in major cities weighted by the population of the city, you could instead weight them by the length of road in each city to find the most dangerous roads per mile.

🇬🇧 How Many Left?

A database of statistics about cars and motor vehicles in the UK. A great resource for working out the most popular car models and manufacturers in the UK and how it changes over time.

🇺🇸 U.S. Highway Statistics by State

This site is such a great resource if you have a motor client in the US. The US Department of Transportation share all sorts of stats on this page about highways which are broken down by State and have a historical archive of data dating from 2015, to the most recent data as of 2022. Data includes things such as the number of vehicle miles traveled, the length of highways in each State, fuel consumption, licensed drivers and registered vehicles. All of these stats are broken down by each State making for lots of potential ideas for map campaigns.

🇺🇸 U.S. Fatality Analysis Reporting System - U.S. Motor Crashes Database

This next dataset from the US National Highway Traffic Safety Administration is a comprehensive database of motor vehicle crashes in America, dating back to 1994. The data details the total number of crashes broken down by stats such as the number of victims that were drivers, passengers, pedestrians, etc, and the number of fatalities weighted by population or the number of licensed drivers. The dashboard also includes datasets to filter by the age and demos of the drivers and the victims, the type of vehicle, the time of the day, the weather conditions, and the state the crash took place in. If you have a relevant client to make use of this dataset you’ll be flooded with new campaign ideas after a few minutes using this dataset!

🇺🇸 Average Car Insurance Rates by ZIP Code

This tool from Carinsurnace.com is a really great tool if you’re looking to compare car insurance prices across America for a campaign. The site lists the cheapest and most expensive states, but where the interesting analysis would come from is by adding more variables to the data, such as the states where car insurance costs the highest percentage of your annual income, or the states with the biggest disparity between insurance prices for men vs women, young drivers, old drivers, etc.

🇳🇱 Parking Costs in the Netherlands

Prettig Parkeren is a great site that shows you the cost of parking in different areas of the Netherlands. It gives you different prices depending on the time of the day and the type of parking you’re looking for. A cool resource for a Travel campaign, but also if you’re planning a trip abroad to the Dutch area! If the site is glitching while loading on Mobile try it on Desktop instead, it’s being a bit weird for me atm but it does usually work!

🌍 INRIX Global Traffic Scorecard

You have to give them your email to receive the full report and all of its data, but there is a lot of very interesting traffic data in this report by INRIX. Their latest Global Traffic Scorecard has data from the last three years on traffic delay times, congestion costs, peak travel times, and more, covering over 900 cities around the world.

🌍 The Most and Least Liked Car Brands

Consumer Reports run a number of audience surveys on different topics that are really interesting audience insights which you could make use of for campaign purposes. This one is from their 2024 Annual Auto Surveys, which cover more than 300,000 vehicles, to reveal how satisfied car owners are with their vehicle based on a number of different criteria such as how comfortable the car is and how easy it is to drive. Also a useful bit of insight if you’re thinking of buying a new car soon!

🌍 Share of Urban Populations with Convenient Access to Public Transport

Our World in Data is a fantastic resource for finding global datasets on a wide range of social topics, making it a great source to scout when finding ranking factors for a global index campaign. This dataset includes the percentage of the urban population in each country that can access a public transport stop within a walking distance of 500 meters (for low-capacity public transport systems) or 1000 meters (for high-capacity public transport systems).

🌍 Road Traffic Death Rate by Country

This dataset from World Health Organization is one of many great datasets that they have which are perfect for global index campaigns. This one looks at the number of road traffic deaths per 100,000 people in every country around the world. A nice simple dataset but one that has a lot of storytelling opportunities, especially when combined with other related datasets.

Property Datasets for PR Campaigns

🇬🇧 Average Cost of House Prices and Private Rents in UK

This ONS dataset is updated on a monthly basis and provides a lot of great data on rent and house prices across the UK. As a snapshot you’ll be able to get stats such as the price index of different types of houses and rentals broken down by location, the average house price for first time buyers dating back to 2012, the average house price in every local authority, and much more. Not all ONS datasets include data for England, Scotland, Wales and Northern Ireland, but these do.

🇬🇧 First Time Buyer Mortgage Sales by UK Local Authority

This is a really interesting report released by ONS detailing how many first time buyers have took out mortgages in each local authority in the UK, from 2006 to 2023. What I really like about ONS reports is that (for most of them) they also publish overviews of the key findings of the reports, which can be a great time saver for PRs trying to quickly work out what the report is about and if there’s any relevant and interesting data we could use from it.

This could be a great report from a data pov for looking at where first time buyers are buying houses in the UK, and which areas are becoming more/less popular (there’s some interesting data on how first time buyers in London are on a significant decline). Reports like these can also be great starting points for finding topics that your experts can add insights to for expert commentary stories too.

🇺🇸 Zillow

If you’re looking to create any content around house prices in the US, Zillow is a great resource for easily finding property prices. What I really like about Zillow is that they have a great search function and their pages aren’t super hard to scrape data from, making it a great resource for data collection.

🇺🇸 Zillow Housing Market Reports

As well as being a great resource for looking up property listings and scraping data from listings, Zillow also has a housing market report for every state, city, and zip code in America. I’ve linked to an example of the report for Cleveland, Ohio which shows you some of the cool data points on these reports such as the average home value, YoY comparison, number of listings, median list price vs median sale price, and average rent prices.

🇺🇸 U.S. Real Estate & Property Data

This is an incredible resource that Attom have put together providing a comprehensive data overview of property information and prices in America. I love finding resources like this that make the data really user friendly to navigate through and analyse on the dashboard itself without having to export loads of csv files. Using the tool you can search for a state, city or zip code and get data on the median house sale price over the last year, the median down payment, the median price per square foot, the average age of homes sold, and much more. This dashboard is so much more than just house sale prices by state!

🇺🇸 U.S. Mortgage Rates Archive

This site is a fantastic resource if you have a finance or property client based in the U.S. that are eager to produce data-led campaigns. This page has an archive of weekly mortgage rates for 30 year fixed rate and 15 year fixed rate dating all the way back to 1971. You can quickly export each week’s data into a csv file but the tool on the page is also very useful for getting a quick overview of the data and to brainstorm potential ideas.

🇺🇸 HouseCreep

This is a bit of an unusual one. Housecreep is a database of houses with a “creepy, curious, or criminal past”. I’ve had a play with it and it seems to be more geared towards the US and Canada than the UK as the results for UK locations weren’t great but were much better for US and Canada locations. Obviously Halloween is a long while away, but this could be an interesting data source to keep bookmarked for any spooky themed campaigns you might want to run.

🌍 Airbnb Calculator

This is a neat tool from AirDNA that lets you work out how much your house could make as an Airbnb. It’s an American site but the search suggests addresses from around the world so I’m assuming it works well for any address. Could be a useful tool for any Travel or Property clients. Possibly a story in comparing the price ratio of house prices vs Airbnb prices in an area?

🌍 AllTheRooms

The analytics section of AllTheRooms has some fascinating data about the rental market in local areas. It says global data but I’m not sure how expansive the dataset would be in every country. However, the ones I’ve tested in UK and US look like very valuable. You need to pay to unlock some of the data, and anything past the last three months, but the $49/month plan is probably all you need. There’s loads of data but for an overview you can get data on how much properties in any postcode/zip code are being rented out for, and how popular the rental market in that area is, both now and over time.

🌍 Average Property Prices by Country 

Each month Global Property Guide publish the latest median asking prices for 1, 2, and 3 bedroom apartments or flats across 400+ locations in 80+ countries. Finding good data sources that cover major cities around the world are great for index campaigns but aren’t always easy to find, so this could be a good one for city to city comparisons across different countries.

Social Datasets for PR Campaigns

🇬🇧 Amount Spent by UK on Household Goods and Services

A really interesting ONS dataset that gets updated each quarter with insights into the amount spent by the UK on household goods and services. The data dates back to 1997 so is great for comparison purposes and covers seasonally adjusted expenditure on a very broad mix of different goods and services including food and drink, house utilities, health, transport, pets, gardens, restaurants, hotels, education, and much much more. A highly recommended dataset for any UK consumer/financial brands.

🇬🇧 Sources of Support and Perceptions of Safety Among Young People in England and Wales

This ONS dataset is a tad depressing if I’m being totally honest, but does have some very interesting data. The survey covering England and Wales analyses the levels of support young people aged 16-29 have, and how safe they feel. It covers questions such as if they feel they have an adult they can trust (nearly 1 in 10 don’t), how likely they think it is that they will be attacked by someone (9% said likely or very likely with 7% fearing being attacked by someone with a weapon), and steps young adults have taken out of fear of gangs and people carrying weapons (21% of females avoid travelling alone, and 18% avoid going out at certain times of the day). Surveys like this can be a great starting point for PR activations and cause marketing campaigns.

🇬🇧 Public Opinions and Social Trends in Great Britain

On a monthly basis ONS releases these amazing UK audience insights from their Opinions and Lifestyle Survey. They include social insights on a wide variety of topics such as how people feel about their current financial stability, changes to financial situations in the past month, feelings of personal wellbeing and loneliness, if people think that children of today will have a better future than the current generation of adults, and the percentage of adults that have worked from home or travelled to work in the last week, with data dating back five years. Lots of really great data points and audience insights from these reports that are released each month.

🇬🇧 2024 Top Baby Names in England and Wales

The annual ONS baby names report, with the latest report revealing that the most popular boys name is Muhammad, and the most popular girls name is Olivia. Baby names content are a popular format for PR campaigns so my advice is to try and be as creative as possible when using this data source. Find names linked to a trending topic, film, show, etc, and also look for trends in how names have grown or declined over the years.

🇬🇧 Over 247,000 Reddit Posts off r/CasualUK

Another interesting find on Kaggle. This dataset has scraped nearly 300,000 comments from the r/CasualUK Subreddit, a UK based subreddit for non-political news, commentary and discussion. There could be some very creative uses for this around text, language and sentiment analysis, looking at the most common words used, most frequent emotions, etc. All posts are recent too from the last three months.

🇺🇸 U.S. Census: Age Demographics by State

The U.S. Census site is a goldmine of audience insights data, and I love how user friendly the site is for building your own reports that can combine multiple datasets together. This report here is a great breakdown of age demographics by state and by gender, that comes in 5 year age ranges rather than the usual 10. These can be great for providing more accurate data insights for your campaigns, creating audience personas, or weighting results by the population of a specific age group in a state.

🇺🇸 U.S. Income by Demographics

The US Census Bureau is a fantastic resource and a great starting point for any data collection relating to the US population. This report on earnings and income for different demographics is a great resource for audience insights, weighting other findings by income levels of different age groups, races, education levels, etc, and exploring how income levels have grown across different demographics.

🇺🇸 U.S. Census: Languages Spoken at Home and Ability to Speak English

A really interesting U.S. Census dataset that details how many Americans speak over 1,300 different languages, offering great insight into the most common foreign languages in the U.S., along with the top 15 languages spoken in each state. Definitely some interesting analysis that you could do with this dataset!

🇺🇸 U.S. Census: National Population by Characteristics: 2020-2024

The latest national population figures for the U.S. detail the population numbers by age, gender, race, and hispanic origin. Population figures are great for providing your campaigns with better analysis by weighting the results on a even playing field, but they’re also really useful for helping build out user persona’s of your key target audience. The reports show quarterly changes from the start of the decade, and are also available at a state level, county level, and metro level.

🇺🇸 U.S. Census: Households by Presence of People 65 Years and Over

Another very useful U.S. Census dataset here. This one details the number of households in each state that have someone aged 65 and over living in the house, broken down by the amount of people living in the house and if it’s a family or non-family household.

🇺🇸 Poverty in the United States

This US Census dataset is a great deep dive into poverty levels in America. In the Excel files you can find data such as poverty levels by age and race, how poverty levels have changed over the years, the States with the highest poverty rates, and much more around different personal demographics.

🇺🇸 U.S. Baby Names

The latest US Baby Names report, and we know that Digital PRs love a baby names campaign! Olivia and Liam have both been revealed as the top US baby names for the 6th straight year. The US Social Security Administration makes analysing the most popular baby names and trends for specific names really easy with this dashboard. Without exporting any data you can quickly see the top 5 baby names for each year dating back to 1925, as well as for each decade, the top names by state, and a year by year breakdown for any name that you search for.

🇺🇸 Senior Centers in Each State/City of America

Senior Centers is a search engine specifically for finding senior centers in each state/city of America. On each senior center location page, there’s also a very handy breakdown of the percentage of people in that city aged 60+, 62+, 65+, 75+ and 85+, as well as an old-age dependency ratio. Definitely a useful data source for any U.S. campaigns related to the best states for seniors to live in.

🇦🇺 Australian Bureau of Statistics

The Australian Bureau of Statistics is the Aussie version of ONS in the UK, and provides a huge amount of datasets that could be used as data sources for PR campaigns. The release calendar is a super useful page to keep bookmarked and check in on each month to find new datasets that could be of use for your stories, and the data explorer page makes analysing and comparing datasets really user friendly.

🇫🇷 France ONS data

If you’re ever looking for data on the French population and economy, their National Institute of Statistics and Economic Studies is the place to go. It’s France’s equivalent of ONS with datasets on topics like inflation rates, unemployment rates, household incomes, and much more.

🇳🇱 Social and Political Stats for the Netherlands and Regions

I’m conscious that most of the datasets I share are geared towards UK and US audiences, so here’s one that’s a bit different. This site is a curation of public datasets covering the Netherlands. A really great starting point for sourcing stats or brainstorming ideas for any Dutch campaigns.

🌍 World Happiness Index

One of my favourite data sources for global index campaigns is the World Happiness Report. The report has been running since 2012 (which means lots of comparison points!) and ranks countries based on a number of different factors to evaluate how happy the people living there are.

The data points are largely based off survey questions to 147 different countries on topics such as perception of their own freedom and access to social support, if they’ve donated to a charity in the last year, and the emotions they are currently feeling, as well as factual data points such as the nation’s GDP per capita and life expectancy. All of the data is available to break down by the different data points, and is easy to download for current and previous years from here. A really amazing resource for index campaigns and connecting to major events in a country such as political changes, sporting success, etc.

🌍 The Rainbow Map

Rainbow Map is an index of 49 European countries that has some great data on the laws and policies that have a direct impact on LGBTI people’s human rights. The site is really user friendly and easy to navigate through the 76 different data points. You can view the best countries for each individual metric, as well as easily analyse all of the data points for a specific country. If you’re planning any LGBTQ+ campaign I definitely suggest having a look through the data points available on Rainbow Map.

🌍 Ipsos 2025 Predictions Survey

The annual Ipsos Predictions Survey is a fascinating look at how over 23,000 respondents across 33 countries perceive the future is going to be in the upcoming year. The survey covers a number of different topics which can be great ranking factors for index campaigns, such as how good/bad they felt the previous year has been, if they think 2025 will be a better year for them than 2024, and how they view their financial optimism for the next 12 months. Most of the metrics can also be compared to previous years dating back to 2018 for additional insights and analysis.

🌍 GWI Gen Alpha Unfiltered Report

Audience insights reports are incredibly useful for understanding how your target audience behave, what stories will connect with them, and how to get their interest and turn them into customers. Insights for how kids behave are much harder to find, but this annual report that GWI do is a fantastic resource for understanding how Gen Alpha (8-15 year olds) behave. I shared a quick summary on LinkedIn of some of the most interesting insights. As well as the report summary there’s also a data dashboard with a more thorough breakdown of the data.

🌍 IOM World Migration Report

Your go to resource for any facts and figures on immigration data. The report is released every two years and this is the latest one. The 2024 report includes data on the number of migrants in each country, what percentage of the national population are made up by migrants, and how these numbers have changed over time. Obviously a very politically charged topic, so use sensitively.

🌍 Lloyds Register Foundation World Risk Poll

This study that was recently updated in 2024 is a huge deep dive into what the world worries about (signing your pitches off with the Journo name field rather than the user name field isn’t on there it seems). The report includes insights from 147,000 people across 14 different countries and is a fantastic resource for exploring audience insights in different countries. Apparently road-related accidents is what the world thinks is the biggest risk to the safety for the third straight time the report has been done.

🌍 Lloyds Register Foundation Risk Indexes

From that data in the World Risk Poll, Lloyds Register Foundation have also created these fab indexes that rank countries based on three different criteria - how much each country worries about everyday risks such as severe weather, violent crime, work, food, water, road crashes and mental health issues, how much they actually experience these risks (which also creates an interesting comparison with difference between fear vs reality scores), and how resilient they are in response to each risk affecting them.

🌍 Trust Barometer Report

The Edelman Trust Barometer is an annual report that details trust levels across 28 different countries. The report is based on survey responses from over 1,150+ respondents from all 28 countries on topics such as trust in your employer, job security, fear of being discriminated against, and trust in businesses, the media, and governments. A lot of interesting data in this report around trust levels.

🌍 Evolution of Height Over Time by Country

The NCD Risk Factor Collaboration has a lot of interesting datasets and this one has a many different potential uses. Using this tool you can see the mean height of male and female children and young adults across 200 countries, dating back to 1985. It’s a great resource for finding data such as the tallest and smallest countries, the countries with the biggest gender disparity in height, or which countries are growing the most.

🌍 The Top 200 Most Spoken Languages in the World

The Ethnologue 200 is an annual list of the most spoken languages in the world that has been published for the last 15 years (we always love datasets with a long publication history for comparison purposes!). Unfortunately a fair bit of their data is for paid subscribers only, but you can still get a lot of really good stuff for free, especially if you dig around into the insights section where you’ll find gems like the language with the most native and total speakers in 2025 which also includes a great map on the percentage of each country’s population that speaks English, and this one on the countries that speak the most languages.

🌍 The 2025 Pinterest Autumn Trend Report

Pinterest’s seasonal trend reports provide a wide array of content inspo for PRs all around the world, whether it’s using the trending metrics for data content, or as the basis for expert commentary. This is the Autumn Trend Report but keep an eye out for the various trends reports that Pinterest releases.

🌍 World Population Prospects - Forecast of Population Growth/Decline by Country

There’s a wealth of knowledge in these tools from the United Nations relating to the forecasted population growth/decline of each country. The tool lets you see projections up to 2101, with data on child mortality rates, fertility rates and marital status, as well as population growth. Lots of cool comparisons you could do between different countries with this data.

Sports Datasets for PR Campaigns

⚽️ FBref.com 

If you’ve got a sports client then FBRef is a must know about site for any Football (Soccer) related data. If you need any stats for any player or team, odds are you’ll be able to find it on here. The tables are also very easy to copy and paste directly into spreadsheets which is a big bonus.

⚽️ Transfermarkt

One of my favourite resources for Football data, Transfermarkt is your go to place for transfer market value data for Footballers. As you dig into the site you’ll see that there’s a lot of ready made reports such as the most valuable players over/under a certain age, from each country, etc.

⚽️ Capology

Capology is a really good source for finance data about Football clubs and players. You can look up current and previous salary data for players, which can be a great way of weighting the success of different players based on the value of their contract. You can also get lots of financial data for clubs, such as the teams with the highest salaries, and which players take up the largest percentage of the team’s overall payroll. I love that the tables are super easy to copy straight into Excel for easy analysis too.

⚽️ Football Results Archive

This site is incredibly valuable if you have a sports client that you’re looking to do Football (Soccer) campaigns for. The site has a historical archive of results from every major league dating back to the 93/94 season in CSV files that are super easy to get stuck into analysing straight away. From 2000/01, the datasets also include more detailed data such as kick off time, the referee for the game, half time score, shots and shots on target, fouls and cards, and also odds data for different markets.

⚽️ List of English Football Results since 1998/1999

Another insane dataset where all the data collection leg work is already done for you. This one has results of every English Football League and Cup game since the 98/99 season, up to November 14th 2024. That’s results for every league from the Premier League down to League 2, as well as the FA Cup, League Cup, EFL Trophy, and Community Shield. An amazing dataset for analysing things like team records over the years, form during certain months, and home vs away form.

⚽️ 2024-25 FA Registered Football Agent Fees and Transactions

Each year the English Football Association releases their annual report on Football agent fees. The report lists the total amount paid to agents for every club and every league in the English Football pyramid, along with details of every transaction involving football agents detailed by each club and each player (but sadly not with fees specific to each player). The page doesn’t list previous years’ data but it’s out there if you google FA agent fees report followed by the year you want to find. This could be a good report for comparing vs previous years, or plotting against transfer fees for each club.

⚽️ International Football Results from 1872 to 2024

This next dataset contains results of every International Football match from the first official one in 1872, right up to the last set of International fixtures last month - nearly 48,000 matches in total. The dataset also includes data on penalty shoot-outs, and goalscorers for every match excluding Friendlies.

⚽️ EA FC Player Ratings

If you’re producing sports campaigns then you have a whole world of team and player data available for you to create content around. A different type of data source that you may be sleeping on for Football campaigns is EA FC Player Ratings data. All of the player stats for every player in the game are available online via a user friendly interface, and could have some creative uses for campaigns.

🏀 NBA Regular Season Shot Location Data from the 03-04 Season to 23-24

This Kaggle gem is a huge dataset with shot location data for every shot taken in the NBA regular season from 2003/04 to 2023/24. The data is broken down into amazing detail giving it lots of different potential uses, including the type of shot taken, the distance, time in the game, and much more.

🏀 NBA Teams and Players Data from 1946 to Present

A crazy dataset that covers team and player statistics from every NBA game from 1946 to the present day, which also looks as though it gets updated daily too! There’s soooo many different ideas for NBA campaigns you can come up with from this dataset, comparing player and team stats throughout the history of the NBA.

🏀🏈⚾️ Career Length of Athletes in NFL, NBA and MLB

This is a cool Kaggle dataset which has data on the career length of NFL, NBA, and MLB athletes dating from 1871 to 2024. The NBA dataset also has extra data on height, weight, and position played. Could be a good dataset for analysing what positions have the longest expected careers, how career length has changed over the years for each sport, and the changing height and weight of NBA players through the years.

🏁 F1 Race Data from 1950 to 2024

If you ever want to do a F1 data analysis campaign, this dataset should be your starting point. The dataset consists of all information on Formula 1 races from the first season in 1950, up to the current season, detailing drivers, constructors, qualifying, circuits, lap times and pit stops.

🎾 Tennis Results Archive

This archive of Tennis results is super useful for creating data stories around the current generation of Tennis players. You can find datasets for results from the whole year or for specific tournaments, dating back to 2000 for ATP and 2007 for WTA. Datasets also include historical betting odds for each match too.

🎾 2025 U.S. Tennis Participation Report

This U.S. Tennis participation report which has been published annually since 2021 has a lot of interesting data insights into the popularity of Tennis in America. You’ll find data on topics such as the demographic data and income levels of people playing Tennis, the states with the highest rates of Tennis participation, and how popular other racquet sports such as Pickleball are.

🏅 World Athletics Top All-Time Performances Dataset

This Kaggle dataset is a goldmine of data for anyone looking to analyse track and field performances dating back to 1958. As well as the race results and race times/distances from every World Athletics event, the dataset also includes some really interesting data points that could make some for great creative analysis, for example, the wind speed during each event, and the age of the athlete at the time.

Tech Datasets for PR Campaigns

🇬🇧 Gigabit Capable Broadband by UK Area

This ONS dataset details the percentage of premises within all of the local authorities that have coverage from a gigabit-capable service (download speeds of 1,000 Mbps or more). This is a really useful dataset for indexes in particular, giving you a quick and simple to understand figure relating to which places have the best internet speeds.

🇬🇧 5G Coverage by UK Area

This is a great dataset for finding the UK regions with the best 5G coverage. The data is based on the percentage of each local authority area that has 5G coverage from at least one mobile network provider, making it a great dataset that could be used as a ranking factor for many index campaigns.

🇬🇧 How Brits Feel About Generative AI in Media

A lot of the time we focus on data sources from the angle of finding datasets that can be used to create bigger campaigns like indexes for example. But audience insights can also be a great starting point for expert commentary campaigns, or just finding inspiration for topics people are talking about.

YouGov is one of my favourite resources for audience insights, and they’ve just released a new report on how Brits feels about Gen AI in the media. These stats, which mainly focus on Brits but also have some country comparisons, can be a great introduction to a topic to explain to a Journalist and their readers why you’re talking about it and why they should care, while also giving your experts something to respond to and give their comments more context.

🌍 WhoTracks.Me

This resource from Ghostery is a great resource if you want insights into which websites use the most trackers on their webpages, and the different information that websites are collecting about you. You can look up tracking data about any website using the tool, but they already have data for a lot of the top websites in different categories listed out for you here.

🌍 National Cyber Security Index

A tool that measures the cyber security capacities of 56 leading countries based on a number of different factors. The comparison between different countries is interesting, but where I think the real value comes from is the detailed breakdown of each metric that you can find by clicking on each country in the index.

🌍 Global Innovation Index 2025

The Global Innovation Index is a yearly report published by The World Intellectual Property Organization which measures innovation performance across 140 economies. The report is nearly 300 pages long and includes a massive amount of data for each country covering seven categories - institutions, human capital and research, infrastructure, market sophistication, business sophistication, knowledge and technology outputs, and creative outputs. The report has been running for 18 years which also provide lots of nice comparison points to previous years.

🌍 List of 5G NR Networks Around the World

Wikipedia can be a great source for brainstorming ideas using potential datasets. Many of the best Wikipedia pages for this purpose have titles starting with “List of…”, which means that if you start a Google search with site:wikipedia.org followed by either intitle:”list of” or inurl:list_of followed by some keywords to make the results more relevant to your campaign, you can get some really good starting points for potential campaign ideas. This is a good example of a Wikipedia list page that could be used - rounding up all of the commercial 5G networks and their frequency band around the world to compare 5G availability in different nations. If you are using these lists, check the references section so you can analyse how credible the source that the content comes from is.

🌍 Global Public Opinion on Artificial Intelligence Report

This report by the Schwartz Reisman Institute for Technology and Society has lots of interesting insights on different AI topics and how people from 21 different countries feel about AI technology. Some of my favourite parts of the report include which countries are most optimistic that AI will make the future better, which have the strongest understanding of AI capabilities, which are most fearful of their jobs being replaced by machines, which use ChatGPT the most, views on self-driving transport, which countries most trust AI to find them a blind date, and how likely people think it is that AI could accidentally cause a catastrophic event.

🌍 Carbon Footprint of Webpages

I’m not sure if I find the idea of the carbon footprint of a website interesting or a bit weird. But it’s definitely unique! I’ve seen this used for quite a few campaigns over the years.

🌍 We Are Social Digital 2025 Report

The Digital 2025 report by We Are Social is an absolutely massive deep dive into the state of digital media use and consumption around the world, with big breakdowns by a multitude of individual countries too. The report is a crazy 640 pages so includes way too much to cover all the main things, but if you want to understand how audiences use the internet and different social media apps, this report is definitely one for you.

🌍 Community Notes Leaderboard

Elon really has done his best to destroy Twitter but one of the very rare good additions has been Community Notes which display below a post with factual misinformation. This tool shows you which users have been flagged with the most community notes. You can also search for community notes listed against a specific user too, which could be valuable if you wanted to rank a set of users by which receive the most community notes (for example Elon Musk has a crazy 104 noted posts on his own platform).

🌍 OldVersion.com 

OldVersion.com is a really interesting site which lets you download old versions of different software (prepare for the nostalgia hit when you open the site taking you back to the good old days of chatting to your mates on MSN while you risk the future of the family computer downloading music from illegal file sharing sites like Kazaa or LimeWire). What’s also cool about the site from a data point of view is that the site lists the number of downloads for each old piece of software, which could be a cool little data-led campaign for a tech client.

Travel Datasets for PR Campaigns

🇬🇧 UK Climate Averages

A very handy tool from the UK Met Office that shows the average climate over a 20 year period at a regional or even town/city level (they’re technically called local climate stations). Goes into much more detail than just temperature, to also include hours of sunshine, days of frost, days of rainfall and average wind speed.

🇬🇧 Toilet Map

A database and map of every public toilet in the UK. The tool isn’t super easy to extra data from but the Toilet Map Explorer page nicely lists out the number of toilets in each city.

🇬🇧 Dog Friendly Places in the UK

Dog Friendly is a very cool site that lets you search for dog friendly places in the UK. The tool is really useful to use and I love how easy it is to filter by different types of accommodation and activities. This can be such a great resource for index campaigns if you want to rank the best places with dog friendly places to see or things to do in each city, or rank travel destinations with dog friendly activities as one of your metrics.

🇬🇧 Train Station Performance in England, Scotland, and Wales

The Office of Rail and Road publish regularly updated data on every train station in England, Scotland, and Wales. For every train station, trainline operator, and even the specific route taken, you can access data on the number of scheduled stops to find the busiest stations, and how many trains arrived within three minutes of their scheduled arrival time, or were cancelled and didn’t arrive. Loads of great data here for ranking train stations and operators.

🇬🇧 UK Travel Trends Report

This ONS report is a real treasure trove of information on the UK tourism industry. There’s a huge amount of data in these reports, some of the most intriguing data points for me are being able to see the number of visits outside the UK, the total number of nights and how much people spend when travelling abroad, and the reason for travelling such as holiday, business trips, visiting family. The report breaks down these data points for each area in Great Britain and the top 50 cities (excluding Northern Ireland for the regional breakdown) so you can see travel trends such as how many days people spend abroad and why they travel for each city, and which country they travel to (it doesn’t include every single country but lists all of the major travel destinations individually). You can also see which countries are visiting the UK the most, and which region they visit (this part isn’t available by area/city sadly). One of the most intriguing ONS datasets that I’ve seen for pure scope of PR campaign ideas.

🇺🇸 Most Popular U.S. States and Cities Among International Tourists

This dataset by the International Trade Administration is such a valuable resource for any US Travel campaigns. Via the dashboard you can access data on the number of international tourists to every US state and the top cities in each state, along with YoY comparisons for each. The dashboard is made up of some already made reports that make analysing the data without exporting anything very easy, while also letting you download the data for your own further analysis. The page automatically loads on the data download report rather than the data reports which looks a bit confusing but you can just toggle between the reports via the buttons at the top that say “Dashboard”, “Select a U.S. State”, etc.

🇺🇸 International Visitor Arrivals Program

Tourism declines in America are very topical right now, which makes this a very useful dataset. The International Visitor Arrivals Program tracks arrivals into the U.S. and which country they are coming from, which provides so much travel data to pinpoint which countries have stopped visiting the U.S. at the highest rates. The data is up to date as of June 2025 so gets updated very close to real time which is also ideal for using the data for topical news stories. You can download all of the data but the page also has a very user friendly dashboard that you can use to get a snapshot of potential data stories.

🇺🇸 Air Travel Consumer Reports

These reports by the US Department of Transportation get released semi regularly, with new data coming out fairly recently in this report. If you have a US client and are looking to create any content around flights or airports, these reports are essential to check out. Lots of great data on topics such as flight delays, mishandled baggage, oversales, and customer complaints.

🇺🇸 all text in nyc

all text in nyc is a fascinating tool that finds text in New York City's Google Street View images. The tool analyses everything captured by Google Images from 2007 to 2024, including street signs, shop signs, graffiti, and even people’s clothing, allowing you to search for any keyword and see everywhere that the text is present on the streets of New York City. The Pudding recently published an awesome piece analysing a lot of trends using the tool, but there’s still plenty of other creative uses looking at specific topics/industries that this tool could be used for.

🌍 WeatherAtlas

Find out what the weather will be like in different cities at different times of the year. Lots of useful data that you can use for campaigns such as the hottest cities for a summer vacation, the snowiest cities for a Christmas break, etc.

🌍 WeatherBase

There are a number of different sites that you can use for historical and expected weather data, one of the best in terms of variety of different data points available is Weatherbase. The site has data for countries and major cities on metrics such as average temperatures each month, highest and lowest temperatures on record each month, average snowfall, average days of rain, sunshine, wind speed, and more.

🌍 Weather and Climate

Weather & Climate is another really good weather data source for the amount of metrics that it has available for a wide number of cities. Metrics include the average day and night temperature for each month of the year, the number of rainy days, hours of sunshine, average wind speed, and much more too.

🌍 Budget Your Trip

Budget Your Trip is a site that shows you the typical travel costs for practically every holiday destination including activities, insurance, hotels and much more. A great resource for index campaigns, but also a very practical use for planning your future holidays!

🌍 Taxi Calculator

Get the cost of taxi fares for different countries and cities across the world. Great for Travel campaigns, especially indexes.

🌍 Cirium Airports and Airlines On-Time Performance 2024 Review

This annual report by Cirium is full of interesting insights if you’re ideating for a Travel client for example. The report is an overview of the reliability of airports and airlines based on the percentage of flights that arrive on time, with insights including the most reliable and unreliable airlines and airports, what countries they’re in, data breakdowns of top airlines including the worst months for late flights, and the worst airlines in each continent for cancelled flights. The report is released each year around December/January, but they also release monthly reports too.

🌍 The Total Number of Airports or Airfields per Country

This dataset is from the CIA World Factbook and details the number of airports in all 234 countries around the world. The top countries by itself probably isn’t super interesting, but weighting them by the population of the country or the land size of the country could make the data more interesting. As is often the case, could also be a great ranking factor for a travel themed index campaign too.

🌍 Largest Cities by Population

Creating seed lists for campaigns can sometimes be trickier and more time consuming than we anticipate. World Population Review has a very handy list of the most populated cities in the world which can be a great starting point when choosing cities for your index campaign. The list covers the top 822 cities (I can’t tell if the cut off is 750,000+ or if they just got fed up at 822 and stopped), and also includes the population figure from the previous year.

🌍 Expedia

Many PRs over the years have encountered TripAdvisor’s legal team when launching campaigns that use data from their site (even though it’s publicly available…). Many also haven’t though which makes the question of if it’s worth using TripAdvisor data a tricky one to answer. My response is usually that I would use it as more often than not there’s no issues and there usually only ever is if your campaign is a hit, at which point its easier to ask for forgiveness than permission and you can either change the data source or redirect the campaign page and say you pulled it (all of which is likely happening after you’ve already earned some great coverage).

Sometimes however, depending on the client/brand you’re producing a campaign for, it’s easier to just not take the risk, in which case you need an alternative data source. Expedia isn’t as good as TripAdvisor as a data source for PR campaigns but it is still a very viable alternative. The reviews data is definitely much more limited but Expedia works great as a source for finding the number of attractions in a city (as linked above), which you could then also use as a seed list to get reviews from Google Maps instead.

🌍 Roller Coaster Database

This one definitely falls into the category of random niche finds, but niche datasets can be great for sparking more creative ideas. As a database it’s extremely well put together. From the nav bar at the top you can find pages documenting world record holders for the fastest rides (155 mph!!!) and which have the most inversions, as well as a breakdown of roller coasters in every country and continent. There’s also search pages where you can look up specific information not just for roller coasters, but also amusement parks and company info.

🌍 The World's 50 Best Bars

The World’s 50 Best Bars is actually an annual list of the top 100 bars around the world. As well as being a great guide to see if there’s any bars in your area or in places that you’re travelling to, it could also be a great reference point for any culture-based index campaigns as a ranking factor.

🌍 Number of Skyscrapers by Country

This one is a bit more niche, it’s a database of skyscrapers across the world. A useful data source for finding the tallest buildings in the world, and which countries and cities have the most and the tallest skyscrapers.

Misc Datasets for PR Campaigns

🇬🇧 Dog Breed Registration Statistics

The Kennel Club publish quarterly updated reports on the number of dog registrations in the UK broken down by dog breed. The registration statistics are available for each quarter of the last year, and each year for the last decade, and cover essentially every dog breed. They also have a cool analysis of the most vulnerable native breeds that have the lowest number of registrations. The reports are in PDF format which isn’t ideal, but the information in them is really great if you have a pet themed campaign in mind.

🇬🇧 Annual Budgets, Costs and Claims of British MPs

Financial data for British MPs such as all the expenses they claim for, salaries, reward payments made to staff and much more. Some very creative things you could do with this data. Plus just very interesting to have a nosy at!

🇬🇧 School and College Performance in England

This tool shows you all publicly available data about any school or college in England, and is a fantastic starting point for brainstorms if you have any brands that want to target parents with their content. The tool is super easy to use, letting you look up data on Ofsted reports, absence rates, test results, school workforce and spending, gender split, and more, for a specific school, or a list of schools within a certain location or radius from a postcode. Also a really useful real life tool for any parents.

🇬🇧 UK Government Rejected Petitions

Every petition, good, bad, or stupid, gets listed on the UK Parliament website. You can view all of the petitions but I particularly like the list of rejected petitions and the possible creative content that could be made from them. I also love that there’s an option at the bottom of the page to export the full list to a csv file which includes the name of the petition and how many signatures it has.

🇬🇧 The Distribution of Household Wealth in Britain and the Impact on Families

Resolution Foundation has released a series of really interesting reports this year on various finance topics, including this one which has a lot of data on wealth inequality in Great Britain. In basic terms, the report analyses the difference in wealth distribution between income classes, showing how the gap in distribution of household wealth is significantly increasing. Lots of interesting data points that could be great starting points for expert commentary campaigns on related topics.

🇺🇸 U.S. Adoption Rates by Country

These reports detail figures on adoptions by American families, with reports dating back to 2008. The data available through these reports includes the top countries that Americans adopt children from, the number of adoptions by state, and the cost of adoptions from each country.

🇺🇸 State-Specific Foster Care Data 2022

This dataset has data on the number of children entering foster care in each state in America. 2022 is the latest fiscal year that data is available for, but previous years are available too. The data is also broken down by the race of the child entering foster care.

🇺🇸 Fertility of Women in the United States

This dataset is produced from the US Census Survey, and includes data on the number of children that US women have had by 5 year age brackets. There are different datasets which break the data down by race, ethnicity, education level, occupation, and where they live. An interesting dataset for analysing what age different types of women in the US give birth at, as well as profiles of women who aren’t parents.

🇺🇸 Monthly Immigrant and Nonimmigrant Visa Issuances Data by Country and Type of Visa

These reports provide great data on U.S. visas that are issued. The reports break down the number of visas issued including to which countries and for what type of visa, which could be very useful for analysing different types of visas such as student visas for example. The reports date back to 2000 which is great for trends and comparison points.

🇺🇸 PION100 US Edition

The PION100 is a super detailed report that ranks brand performance among U.S. consumers aged 16-24. This is a fantastic report for analysing audience insights for the youngest adult market in America, what appeals to them, and what brands across different sectors are leading the way with this audience.

🌍 Google Dataset Search

Google has its own search engine specifically for datasets. A great starting point for content inspo or finding a specific dataset.

🌍 Statista

Statista is one of my favourite tools for ideating and producing Digital PR campaigns, and you can get a lot of amazing insights with a free account. When brainstorming ideas, Statista is a great place to search for keywords related to your topic to see what audience insights and data sources come up. These can be great for triggering content ideas, as well as finding data sources you could use (the data itself may be behind a paywall but it usually shows you the data source so you can look it up yourself). The audience insights can also be great inclusions in your press releases to help add another layer to your story.

🌍 Wikipedia Page Views

A great tool for finding out which Wikipedia pages have had the most views. You can look at the top pages by day/month/year and also get page views analysis for any page. A great way to see trending topics and an alternative datapoint to search volumes for ranking user interest.

🌍 Open Library

An online reviews database of books. A great resource for any data related to books. I love the reviews section for each book that tells you how readers grade the book against 14 different metrics such as pace, difficulty, mood and credibility.

🌍 Goodreads

If you’re looking for data on books and authors, Goodreads is such a good data-led resource to use thanks to its review system. For each book you can analyse the number of reviews, average star rating, and the reviews themselves which can be great for analysing the presence of certain words, sentiments, etc in book reviews. There’s also a lot of cool analysis you could do with the publication dates, book length, genres, and author, to name just a few potential content ideas using Goodreads data.

🌍 Google Books Ngram Viewer

This is a fascinating tool that is really easy to find yourself down a massive rabbit hole while using. Basically, using the tool you can search for a number of phrases and it will show you the popularity of those phrases based on how often they appear in books, dating all the way back to 1500. A really cool tool for comparing the most popular locations in literature for example, or researching when words start being used in books.

🌍 Records of Weather and Climate Extremes

Ever wanted to know the hottest ever day? The rainiest day? The windiest day? The heaviest hailstorm? World Meteorological Organization have you covered with this handy factsheet on records for different weather and climate extremes.

🌍 PhotoPie

This one is a bit different but I think there’s definitely some really creative uses for it. PhotoPie is a tool that transforms your photos into pie charts that reflect the colours present in the photos. What’s really cool is that it also works on groups of photos as well as individual ones, meaning that you could upload for example, a series of photos from a country/city and see if the colours reflect their flag, or which places are the brightest, darkest, etc.

🌍 World University Rankings

The latest edition of the World University Rankings published by Times Higher Education. The study ranks universities around the world based on five metrics - teaching, research environment, research quality, industry, and international outlook. It’s a great breakdown of the “best” universities which you can filter by lots of criteria such as the best universities for certain subjects, and the best for each of the five metrics analysed. This could be an interesting dataset to use in an index ranking the best cities for students as one example.

🌍 QS World University Rankings

Here’s another great but different list from QS that ranks the world’s top universities and includes a load of great data points on each one. Some of the interesting rankings include employer reputation and outcomes, international student diversity, and academic reputation. Possible uses could include the countries with the best graduate employment prospects, or the most welcoming countries to international students.

🌍 MuscleWiki

Another site that is very useful for more than just PR campaigns. MuscleWiki is a database of different workouts that you can filter to target certain muscles and by your level of difficulty. Could be a cool resource for finding the easiest and hardest muscles to exercise for beginners as an example.

🌍 Find the Most Common Words Used in Text

This one is more of a tool than a data source, but it can be very useful for quickly analysing large datasets. The tool lets you input a block of text and then pulls out the most common words used in all of the text that you input. What I really like about this tool is that you can increase the number of words in the top words to find the most used phrases of 2, 3, 4, etc words, which is much more useful for campaign purposes than just individual words. I tested it with nearly 40,000 lines of text so it seems ideal for analysing quite large datasets of text.

🌍 CIA World Factbook Data About Countries

One of the very best data sources that exists. The World Factbook by The CIA has an insane amount of data about every country, continent, and the world in general. Such a great resource to find yourself down a rabbit hole with. The topics cover basically everything from geographical and environmental data about each country, to facts about people and the economy, and a whole lot more in between.

🌍 Reuters Digital News Report

The Reuters Digital News Report is one of my favourite reports for audience insights data into the state of the media and journalism in countries around the world. From a PR point of view there are so many great insights in this annual report to help influence your outreach strategy, for example by highlighting how people in your target country consume media, the most read publications, and how trusted the major national publications in each market are. It’s a big report (although two thirds of it are overviews of individual countries) but I definitely recommend having a read through the key relevant parts of it to help better understand the local media consumption habits in your key markets.

🌍 SIPRI Military Expenditure Database

The SIPRI Military Expenditure Database gives the annual military spending of countries since 1949, and uses a number of different metrics that allow you to analyse the scale of each country’s spend in different ways. For example, along with the absolute spending figures for each country, it is also broken down by as a percentage of the nation’s GDP, by per capita, and as a percentage of the government’s overall spend.

🌍 Behind The Name

A cool site with information about different names. The charts showing the popularity of each name in 34 different countries over time is a great snapshot of which names are on the rise/decline and in which countries. The Ratings tab is also super interesting with data on how people rate each name based on a number of different metrics, such as is it a good name vs a bad name, is it a feminine vs a masculine name, an upper class or common name, and many more.

🌍 Behind The Name Ratings

This is a different section of the Behind The Name site that I find super interesting and could make for a great Digital PR campaign ranking different baby names. Here, people can vote on their impressions of different names, for example how masculine vs feminine a name is, is it a good vs a bad name, is it a mature name, a comedic name, a nerdy name, etc. The sample size is good for the really popular names but less so for less common ones, but I think something along the lines of “the nerdiest baby names” could be an interesting campaign idea.

🌍 Animal Protection Index

This is a data source that is a really great PR campaign on its own but can also be a super useful data source as part of an index. The animal protection index ranks 50 countries around the world according to their animal welfare policy and legislation, grading them with a score between A and G. Could be a good ranking factor for any pet themed indexes such as the best places for pets to live.

🌍 Rephonic

A great tool for finding information such as reviews, listener data and demos for podcasts. Also has a cool feature to find other podcasts with similar audiences.

🌍 Rephonic - Find Similar Podcast Audiences

Rephonic collects millions of connections between podcasts from the “Listeners Also Subscribed To” data displayed in Apple Podcasts, and using that data they’ve created this tool that lets you search for a podcast and then nicely visualises podcasts with similar audiences. This could be great as a data source for a campaign but also for if you’re looking to use podcasts as an awareness channel for your brand/clients.

🌍 Gold Reserves by Country

This one is quite niche but also actually very interesting. The World Gold Council keeps data on how much gold reserves each country owns, and this page nicely breaks that data down. You can also easily create comparison points to previous time periods using the tool too. The same url gets updated each month. Could be an interesting data point for international index campaigns.

🌍 Euonia - Words from Different Languages That Can’t Be Translated

This one is a bit of a weird one. It’s a database of words that don’t translate to anything else in other languages. Interesting to have a look through (I’ve barely ever heard of any of the English ones) and could be a cool project for a languages brand to look at which languages have the most “untranslatable” words.

🌍 Earthquake List

This site has all the data you need if you want to research earthquakes, which could be a good metric for index campaigns ranking the safest places to live as one example. There’s a number of reports including a list of the latest earthquakes, the strongest earthquakes of the last decade and of all time, the countries with the most earthquakes each year dating back to 2015, and the cities that have the most earthquakes.

🌍 YouGov’s Most Recommended Brands 2025

YouGov regularly releases great audience insights reports like this one that came out last week on the brands in 10 key markets that consumers are most likely to recommend. Data like this can be great as a campaign data source, but also as a valuable audience behaviour resource (or if you’re fortunate enough to work with one of the top brands, a cool bit of research to share and brag about!). If you want to make sure you don’t miss any of these reports you can subscribe to get them delivered straight to your inbox as soon as they’re released.

🌍 2025 Trends Predictions reports

If you're looking for 2025 Trends Reports, this Google Drive folder of nearly 200 Trends Reports for 2025 likely has what you're looking for. So much great content in the folder that Digital PRs can use for content inspiration. A tad outdated now but could still be great for looking back and seeing which trends came to fruition.

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