Insight & Intel
Insight & Intel: April 2026
NI audience beauty spend bounces up on last year
Our latest Northern Ireland audience insight survey explored attitudes towards personal care, grooming and beauty, revealing strong engagement with the category. 57% say they have an interest in personal care and beauty products. While 31% say they prefer products they know and stick to a routine, more than 1in10 enjoy trying new products and keeping up with the latest trends. Spending is also on the rise, with 28% saying they are spending more on these products compared to last year. Despite the growth of ecommerce, in-store remains the preferred shopping method with 61% preferring to shop in store. 18% also said sustainability factors such as ingredients, packaging and cruelty-free credentials influence their purchasing decisions. For more information, or to receive a full copy of the insights, contact your Global Account Manager.
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Wingstop lands in NI with bus and Pulsehub D6 campaign
Wingstop made a bold entrance into the Northern Ireland market with a high-impact outdoor campaign across Belfast, combining the reach of Bus T-Sides with the captivating power of full motion creative on Pulsehub D6 digital screens. The campaign balanced traditional bus advertising with full-motion digital to deliver strong visibility and frequency across Greater Belfast. Consistent creative across both formats ensured the brand achieved widespread awareness as it introduced Wingstop to local audiences. The campaign has now been featured in Global’s latest Campaign Spotlight, showcasing the strategy, creative and impact across the city. Reach out to our team to watch the campaign video and request the full case study.
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Belfast set for Fleadh boost as 800,000 visitors expected
The Fleadh Cheoil na hÉireann, also known as the Fleadh, the world’s largest celebration of Irish music and culture, comes to Belfast for the first time from 2–9 August, with around 800,000 visitors expected across the event. Significant footfall and increased use of public transport are anticipated as road closures create a more pedestrian-friendly city centre. Research from Global’s work.shop.play. insight community reflects strong local sentiment, with 71% agreeing the Fleadh will positively impact Belfast, 77% seeing benefits for local businesses, and 74% recognising its cultural importance. The event is also confirmed to return to Belfast in 2027, reinforcing its ongoing value to the city’s cultural and economic landscape.
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10 weeks on and Pulsehub drives visibility for brands
Ten weeks on from the launch of Global’s Pulsehub D6 network in Belfast, momentum continues to build. A host of both local and national advertisers from across retail, streaming, health, travel, food and more have already embraced the network, many of whom have used its full-motion capabilities to deliver standout campaigns in high-footfall locations. These early adopters are demonstrating how Pulsehub D6s capture attention and reach audiences at scale throughout their daily journeys. As more brands come on board, the network is quickly establishing itself as a key part of the media mix. For advertisers yet to explore the potential of Pulsehub, reach out to your Global Northern Ireland Account Manager today to find out more.
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Belfast set to welcome another global fashion brand
Belfast’s influx of new brands shows no signs of slowing, with American fashion retailer Abercrombie & Fitch now eyeing Northern Ireland. Founded in 1892, Abercrombie & Fitch Co. offers contemporary clothing for women, men, and teens. Planning documents submitted to Belfast City Council reveal the brand’s intention to open its first standalone store in the country at Victoria Square. Drawings show the iconic A&F logo projected onto the unit formerly home to Pull & Bear, which relocated to a larger space. Plans include temporary hoarding around during refurbishment, featuring signage announcing: “Abercrombie & Fitch coming soon to Victoria Square,” signalling a high-profile addition to Belfast’s retail scene.
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‘Dax Take Ten’ showcases audio opportunities in NI
Audio listening in Northern Ireland is changing fast with streaming radio, podcasts, playlists, and smart speakers becoming part of everyday routines and offering brands new ways to reach highly engaged audiences. Global has combined data from Northern Ireland campaigns run via its DAX audio platform with independent audience research to reveal how people are listening, and how local advertisers are already achieving strong results. These insights are now available in a short, accessible presentation called ‘Dax Take Ten’. To arrange a session and see the data firsthand, or discuss how audio can enhance your campaigns, reach out to your Global Account Manager today.
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