Insight & Intel
Insight & Intel: March 2025
Shopping for Northern Ireland audience insights?
Our latest audience insight survey saw us shopping around for the latest shopping habits and opinions on the Northern Ireland retail scene. Whilst 65% feel positively towards the range of shops in Northern Ireland and over a third feel the range of retailers had improved in the last year, there are pain points shared when it comes to retailer operations in NI. 90% feel unfavourably when retailers don’t stock their full product range in-store, 95% also express annoyance when special offers available elsewhere aren’t available in NI. That said, audiences are feeling positive about new store openings, saying retailers like Lego, Krispy Kreme and Primark Home are “great additions”. For a copy of the results, reach out to your Global Account Manager.
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Global adds D48 opportunities to West Belfast and Derry
Global are pleased to welcome the addition of two digital billboard opportunities into its Northern Ireland portfolio. Measuring 18.5m2 and with an unmissable portrait orientation, the first digital screen is located at Carlisle Road in Northern Ireland’s 2nd largest city, Derry~Londonderry. The screen targets major routes and traffic heading into the City from audiences travelling along the Craigavon Bridge, Foyle Road and Abercorn Road. A new digital screen has also been constructed on Andersonstown Road in West Belfast. Located on this key arterial route in West Belfast, the new D48 screen will deliver an impressive audience flow in proximity to retailers such as Kennedy Centre, Sainsburys, Westwood Centre, ASDA and Lidl & much more.
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Mowgli and more set for Belfast City Centre
2025 shows no signs of slowing down when it comes to new brands and retailers setting up shop in Northern Ireland. Hot on the heels of imminent storeopenings from the likes of Primark Home and Krispy Kreme, comes the news that popular Indian street food chain, Mowgli, is set to open in Belfast this summer. Founder, Nisha Katona MBE, already has over 20 restaurants across the UK but this will be the first in Northern Ireland. Also opening this summer in Belfast will be Northern Ireland’s first LEGO store. There are also rumours that 2025 opening announcements are expected very soon from several high-profile international retailers across fashion and beauty, in addition to rumours that a Great Britain based food and beverage chain is currently looking at options in Belfast.
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Classic FM takes to outdoor in new campaign
Global, the Media & Entertainment group, has created and launched a new marketing campaign to promote the UK’s most popular classical music station, Classic FM. The campaign, “You May Not Know The Name, But You Will Know The Music,” has been produced in-house at Global and it showcases how ingrained classical music is in popular culture. From marking the start of a UEFA Champions League football match (inspired by Handel’s anthem, Zadok the Priest), to a dramatic boardroom firing on The Apprentice (Prokofiev’s Dance of the Knights), classical music is everywhere in everyday life. In addition to a TV ad, the campaign is amplified with an outdoor campaign including Global’s large-format roadside screens and Mall D6s across Northern Ireland.
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Mood, Money and More in our first live event!
Global Northern Ireland are excited to announce our first live audience insider event taking place on Thursday 20th March 2025. Uncovering the ‘State of the Nation’, a look into what Global Northern Ireland’s audience are thinking and feeling, and how they are spending, against the backdrop of macro world events and rising costs. The session, which takes place in the Good Room at Bullitt Hotel in Belfast City Centre, will reveal the results of a month-long survey undertaken using Global’s own work.shop.play. online community. Opinions were crowdsourced from over 500 respondents in January of this year to deliver insight for the months ahead and rest of 2025. Interested in attending? Contact your Global Northern Ireland Account Manager for more information.
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Global hits a record RAJAR reach
Global has seen another consecutive quarter of growth, its sixth in a row, outperforming the commercial radio market and delivering another incredibly strong set of RAJAR figures (Q4 2024, 16th Sep 2024 – 15th Dec 2024). With more than 29.2 million (29.24 million) people tuning in each week to Global’s brands, there has been gains in reach and share in both the last quarter and year-on-year. The most popular commercial radio group in the UK, Global has maintained its best-ever share of 26.9%, with listeners enjoying 279 million hours of radio from brands including Capital, Heart, LBC, Smooth, Radio X and Classic FM. For the full set of RAJAR results, reach out to your Global Account Manager,
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