Insight & Intel
Insight & Intel: February 2024
Make a connection with broadband customers
With 46% working from home at least once a week, and an average of 9 devices connected to our audiences’ home networks, broadband has become an essential home utility.
In our new audience insider on broadband and mobile, broadband reliability was ranked more important than cost for two thirds. When it comes to switching providers, faster speeds, price increases by existing providers, and incentives such as discounts and rewards are all motivations to switch. However, almost three quarters say that the ‘hassle’ of switching, including the time and effort involved, is a concern and deters them from changing!
The full results are available from 19th February.
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Global are proud to support PANI Student Competition
Global Northern Ireland are proud to support the Publicity Association Northern Ireland (PANI) Student Competition by lending the power of bus advertising to bring the winning campaign to life.
The competition, which is run by PANI annually, involves local advertising agencies mentoring students from Ulster University’s School of Communication and School of Art and Design to take a campaign brief from a chosen charity and execute it from concept to pitch. Then winning campaign is then given a real-world launch. Global are delighted to be able to support the development of new talent within our industry and send congratulations to the student winners, their agency mentors, Ardmore Advertising, and chosen charity, Parenting NI.
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Irish Open returns to Northern Ireland
With the 2024 Amgen Irish Open confirmed to take place at Royal County Down Golf Club in Newcastle, golfing fans are set to descend upon the seaside town from the 11th to 15th September.
The tournament’s return to Northern Ireland is the first since it was held at Galgorm during the Covid-19 pandemic in 2020, and prior to that was 2012 at Royal Portrush and 2017 in Portstewart. Locals and visitors alike are set to enjoy world-class golf, live music and a chance to see the world #2, Rory McIlroy, compete in his native country. With targeted outdoor advertising including 6 sheets, phones kiosks and bus advertising, Global can take your brand into the heart of the golfing action during this £5.14million event which falls within outdoor Cycle 19.
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Ignite action from audiences with Bruce Street D48
Global’s relaunched Digital 48 sheet in Belfast City Centre now boasts an improved 18.5m2 HD display, ideal for igniting action as revealed by new audience insights.
78% said they are likely to take some form of action after seeing advertising on D48s, like Bruce Street, which is intentionally positioned to face oncoming, slow-moving and one-way traffic. Specifically, over half have bought, or thought about buying, from the brand advertised whilst over a thirdlooked for more information and 1in4 went somewhere as a result (e.g. to visit a shop). These insights are from our brand-new “Bruce Street: Bigger. Brighter. Better.” presentation which also reveals how audiences’ welcome digital billboards and how Bruce Street D48 can guide audiences to both offline and online locations for a whole host of business sectors.
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Belfast City Centre Gift Card surpasses 2023 target
The Belfast City Centre Gift Card, a joint initiative by Belfast’s Business Improvement Districts (BIDs) has surpassed its 2023 target and achieved £550k in sales directly benefiting the businesses involved.
The gift card can be used in 223 businesses including retail, health & and beauty, bars, restaurants and hotels, and is a Mastercard-based gift card that works in the same way as department store or shopping centre Gift Cards. The initiative’s successes don’t stop there, with the Belfast Gift Card also named as the third bestselling Gift Card at Christmas in a league table featuring 106 Town & City Gift Cards from across the UK. With ongoing challenges for high streets across the UK, the gift card’s year-on-year growth is a positive sign for Belfast and its businesses.
Global is the UK’s #1 commercial radio company
Following the latest RAJAR figures for Quarter 4 (18 Sep – 17 Dec 2023), Heart has led Global to a record audience high as the group grows in all metrics and achieves its best ever audience share at 25.5%.
26.6 million people tune in each week to live radio across Global’s brands, with increases in reach, hours and share in the last quarter. Global is the most popular commercial radio group in the UK, with listeners enjoying 258 million hours of radio across brands including Heart, Capital, LBC, Smooth, Radio X and Classic FM. The record numbers come as both Capital and LBC turn 50, and Heart turns 30, with sustained growth showing the importance of well-made and consistent radio.
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