Insight & Intel
Insight & Intel: March 2026
Win during the World Cup with new audience insights
Our latest Northern Ireland audience insight survey explored attitudes towards the 2026 FIFA World Cup, and the results highlight a major opportunity for brands. 64% say they’re interested and will follow the tournament in some capacity, with 29% planning to watch every, or most, matches. A further 13% will tune in for key knockout games and finals. When it comes to where audiences will be watching, fans will be watching at home, in the pub, or at friends’ houses, creating shared viewing moments. Importantly for advertisers, over 1in5 say they notice brands more that tie into major sporting events, with 14% actively engaging with competitions and giveaways. Others say it would make them more likely to remember the brand afterwards. For more information, or to receive a full copy of the insights, contact your Global Account Manager.
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Discover and Dine - a delicious tour of Pulsehub D6s
Global recently brought Belfast’s streets to life with Pulsehub Discover & Dine, a limited B2B event series showcasing its latest digital advertising network. Taking place across the city in February, the initiative celebrated the launch of Pulsehub D6, a 36-screen network of 75-inch HD digital screens across 18 high-footfall locations. In partnership with award-winning tour operator, Taste & Tour, advertisers, agencies, and outdoor specialists followed a curated three-hour walking route, sampling local delicacies while exploring the network in situ. Stops at selected screens offered fun clues to the next venue whilst also highlighted audience insights, creative opportunities, and the impact of full-motion and anamorphic content in a real-world setting. Watch the highlights from Pulsehub Discover & Dine here.
St Patrick’s Day 2026: Big crowds. Bigger opportunity
St Patrick’s Day celebrations return to Belfast for 2026, with festivities and events running from the 13th to 17th March. From TradTrail performances across bars and hotels to the Pipe Band Extravaganza at City Hall and the large-scale St Patrick’s Day parade on March 17th, the city will come alive with culture, music and movement – all helping to create unmissable moments for brands and advertisers. In 2025, 25,000-30,000 people attended the main parade whilst 16,000 engaged with the wider music festival. Collectively, St Patrick’s Day in Belfast generated over £750,000 for the city, with 49% of visitors travelling from outside the council area. Bus advertising on Belfast Metro alongside PulseHub D6s place your brand at the centre of this high-footfall, high-impact audience.
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From socials to the streets: Pulsehub D6 full motion
Belfast City Centre witnessed one of its biggest retail openings ever as thousands of shoppers flocked to the launch of Sephora where an 1,800-person queue was recorded by 1pm on day one! With beauty and fashion fans dominating the crowd, the moment created the perfect opportunity to connect with a highly engaged audience. Spotting the opportunity, ‘Style Sunday’, the series of luxury fashion luncheons that blend fine dining, runway shows, pop-ups and DJs, activated a Pulsehub D6 campaign. Social content was quickly scaled into full-motion digital outdoor creative, branded and deployed across Belfast’s Pulsehub D6 network. The result was timely messaging delivered to the right audience, at the right moment, proving the power of agile outdoor.
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Belfast retail gathers pace with Jan footfall rebound
Retail footfall across Northern Ireland rebounded strongly in January, rising 3.8% year-on-year which was a notable improvement from December’s -1.7%. In Belfast, footfall also recovered, up 1.4% from the previous month. According to Neil Johnston of the Northern Ireland Retail Consortium, Northern Ireland delivered the second-strongest performance among the 12 UK areas surveyed. Shopper numbers were boosted partly by comparison with last January, when Storm Éowyn significantly disrupted trading. While this winter has brought unsettled weather, disruption has been far less severe. With retailers prioritising value, experience and convenience, the early-year uplift provides encouraging momentum for trading in 2026.
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Global revs up with new F1 podcast show Up To Speed
Global has launched Up To Speed, a brand‑new Formula 1 podcast giving fans VIP access to the sport’s biggest stories. Hosted by Will Buxton, Naomi Schiff, David Coulthard and Jolie Sharpe, the show combines expert analysis with behind‑the‑scenes insight and fan‑driven discussion. Launched on 16 February, episodes drop twice weekly across Global Player, YouTube and all major podcast platforms. Monday editions react to race weekend drama, while Thursday episodes feature deeper dives and major interviews. The podcast is designed for both long‑time fans and newcomers, bringing audiences closer to F1. NI advertisers can access Global’s exclusive digital audio portfolio via DAX.
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