Insight & Intel
Insight & Intel: January 2026
State of the Nation 2: Understanding NI Consumers in ‘26
Global’s latest research, State of the Nation 2, provides an updated view of how people across Northern Ireland are feeling, spending and making decisions as we head into 2026. While consumer sentiment has softened slightly since early 2025, the findings show a population that remains active, resilient and highly intentional. Spending hasn’t stopped, it’s become more selective, with value, clarity and trust playing a bigger role in brand choice. The research also highlights the continued strength of outdoor advertising as a trusted, high-attention channel, particularly at a time when audiences are fatigued by more intrusive media. State of the Nation 2 offers clear, practical insight to help brands stay visible, relevant and effective in the year ahead. For more information, or to receive a copy of the research report, contact your Global Account Manager.
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Global’s Pulse Hub D6 network to go live this month
Global’s new Pulse Hub D6 digital outdoor network will go live later this month, bringing a powerful new way for brands to connect with audiences across Belfast City Centre. Featuring 36 premium 75-inch HD screens across 18 high-footfall locations, the network delivers standout visibility where people live, work, shop and socialise. Designed to enhance the urban environment, the network combines bright, unobstructed screens with full-motion capability, helping brands capture attention in moments of high engagement. Pulse Hub also supports civic and community messaging, making it a natural and positive part of the city experience.
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2025 was a standout year for bus advertising creativity
Creative solutions across bus were highly sought after in 2025. From Wrapped Buses and Bus Hugs to Mega Rears and T-Side+/Superside+, these impactful outdoor advertising formats delivered standout visibility and brand fame for a host of advertisers across Northern Ireland. In 2025 alone, Global successfully delivered over 50 big impact vinyl bus advertising campaigns, including 27 Wrapped Buses, 22 Mega Rears / Bus Hugs and 4 T-Side+/Superside+ campaigns! Brands including Boost Drinks, Spar, Cancer Research, Ulster University, Tourism NI, Kopparberg, Red Bull and Coors Light all harnessed the scale and creative canvas of Global’s bus advertising solutions portfolio in Northern Ireland to turn everyday journeys into powerful brand moments.
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Papa Johns joins NI’s growing food and leisure boom
It was announced at the end of last year that US pizza chain Papa Johns plans to open 20 new stores across Northern Ireland. The first location opened in Ballymena in Dec, with a second restaurant expected to be announced by March this year. The new openings, which will add to the brand’s 450 existing UK locations, are estimated to create up to 400 jobs. This expansion continues the wider trend of strong retail, food and leisure growth across NI with recent new food entrants including Popeyes, Chick-fil-a and MB Chicken. Belfast City Centre alone welcomed 17 new retail and leisure brands in 2025, including Krispy Kreme, Bershka, King Pins, Rolex, Black Sheep, Levi’s and Victoria’s Secret – underlining the region’s growing appeal to major national and international brands.
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Belfast 2026: Big audiences and bigger opportunities
Belfast is gearing up for a vibrant 2026, with major cultural and sporting highlights on the horizon. This year, the city centre will evolve further with key regeneration projects designed to make the heart of Belfast more welcoming and dynamic. In August, the Fleadh, a major Irish festival celebrating traditional music, song, and dance, will bring 400+ events and over 650,000 visitors, showcasing local talent and culture on a global stage. Belfast’s designation as a European City of Sport 2026 adds to the calendar of high-profile activities taking place in the city this year. As Belfast continues to thrive, it remains a compelling market for advertisers and Global can help provide local insight and tailored solutions to help brands connect with Belfast’s diverse audience.
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Opera superstar Sir Bryn Terfel joins Classic FM
Opera superstar Sir Bryn Terfel joins Classic FM this January with a new four-part series, Opera Villains with Bryn Terfel. Launching on Friday 9th January at 9pm, the programme explores opera’s most infamous and fascinating antagonists, including Scarpia, Don Giovanni and Sweeney Todd. Across four hour-long episodes, the celebrated Welsh bass-baritone draws on his international career to reveal what makes these characters so compelling musically and dramatically. Sir Bryn shares personal insights from performing these roles on the world’s greatest stages. The series airs on Classic FM and Global Player – where each episode will be available on catch-up for thirty days.
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