How Global maximizes campaign effectiveness and advertising ROI


Global, the UK's largest commercial radio company, uses audience insight to maintain a competitive edge.

Fast Facts


Media & Entertainment


Insights professionals

Use case:

Marketing effectiveness

Business Outcome:

Drive revenue growth

De-risk decisions

Business Challenge

Global is renowned for offering short lead times, with campaigns often booked and on-air within a matter of hours. However, despite partnering with numerous agencies, research was proving too slow and expensive to meet the demands of a competitive industry.

With some projects consuming a large percentage of the campaign spend, Global needed a cost-effective solution which would guarantee quicker and actionable insight to inform a client’s advertising strategy. Global needed a tool which would allow it to create tailored communications which met the strict brand guidelines of its eight unique stations.


In 2010, The Global Listener Community was launched, giving the business access to over 22,000 listeners across eight separate segments, including listeners from Capital, Classic and Smooth.

Today, the Global Listeners Community is used across multiple departments in the business, supporting programming, marketing and digital teams on a regular basis as well as maintaining its offering to the commercial team.

Feedback from the listener community has helped transform Global from a radio company to an entertainment business, ensuring the brand remains competitive and versatile in a fast-moving industry.

With valuable insight into categories such as beauty, news and gaming, Global now offers a different perspective during creative workshops. This has resulted in increased client investment within the beauty category, helping to generate £1million in incremental revenue year on year.

The community has transformed relationships between the Insight team and digital department, who use the listener community to conduct web and app usability testing and ask listeners to provide feedback on features, user journeys and brand names for new products.

Until recently Global only offered explicit campaign effectiveness research. Thanks to the community, the brand is the only media owner known to offer true implicit response testing, which is now part of the brand’s ROI toolkit and fundamental to driving revenue and client engagement. This method is also allowing Global to maximize creative effectiveness of its advertising campaigns, with the internal creative team using the results to understand where improvements can be made.

The Listener Community has helped transform Global into a successful entertainment business. The community has not only put listeners at the heart of business decisions, but has also generated incremental revenue and business savings.

-Hayley Fox, Head of Insight Innovation, Global

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