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.