Global unveils next chapter in entertainment - expanding into video and sport
Global, the Media & Entertainment group, has today (Tuesday, 21 October) marked the start of a new chapter of growth, revealing ambitious plans to expand into video-first podcast brands and branded entertainment in sport, while launching a new suite of data-led tools to prove advertising effectiveness.
At its first-ever Audio & Entertainment Upfronts, Group CEO Simon Pitts addressed a packed room of advertisers to present Global Studios, the company’s new creative powerhouse for video-first podcast brands, and announce a major new focus for Global - bringing creator-led video together with its award-winning audio brands, giving advertisers access to integrated, multi-platform campaigns across Global’s radio, digital and outdoor networks.
He said: “Expanding into video in a major way is a natural next step for Global. We all know the lines between audio and video are blurring rapidly, with audiences and brands increasingly expecting integrated experiences. And that’s what you’re going to get from Global.
"With Global and the Fellas Studios joining forces, we’re building a launchpad for the next generation of media brands - combining creator talent and premium production with the best brands and the power of Global’s unrivalled data engine and marketing machine.”
Following successful collaborations with Team GB, Wimbledon, McLaren and SailGP, the event also marked the launch of Sport by Global, a new sports entertainment division bringing brands, athletes and rights holders closer to fans.
Mike Gordon added: “Creativity and partnerships are our superpower. With the launch of Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces - the world of top class sport. With a weekly reach of over 52 million people across our platforms, we can amplify huge events for rights holders and help them connect with audiences in new ways. We’re combining entertainment and cultural moments like never before, and in doing so, creating new commercial opportunities for advertising partners.”
L-R: Katie Bowden (Managing Director, Commercial Audio, Global), Callum Airey (CEO & Co-Founder, The Fellas Studios) Anna Williamson (LuAnna), Emily Maitlis (The News Agents), Vicky Etchells (Director of Podcasts, Global)
Global also announced details of a brand-new narrative podcast series focused on the infected blood scandal hosted by Emily Maitlis.
In addition, the media owner introduced Global:IQ - a game-changing new data and effectiveness platform designed to help advertisers plan, measure and prove the impact of their campaigns across Global’s platforms. Global:IQ brings together first-party data, advanced analytics, and AI-driven creative optimisation tools, offering real-time performance insights and measurable results.
Simon added: “We know we need to combine our brand strength with performance-led, data-driven solutions that improve measurement and prove effectiveness. That’s why we’re so excited to be introducing our new data and effectiveness platform today, Global:IQ - the home to a whole suite of tools to prove the impact of every pound advertisers spend with us.”
Mike Gordon, Global’s Chief Commercial Officer, added: “Proving outcomes matters more than ever. Global:IQ brings together data, technology and creativity to give advertisers real confidence in what works - and what could work even better.”
Global also showcased the strength of its branded entertainment offering - where creative energy, passion and partnerships combine to connect brands with audiences.
Tom Corbett, Group Head of Sponsorship & Client Experience at Barclays said: “We’ve been partners of Global for many years now. It’s a hugely valuable relationship for us as an advertiser. We are the title sponsor of Capital’s Jingle Bell and Summertime Ball, but the uniqueness of our partnership really comes from the ability to combine the power of live events and live music with the scale of Global’s network. That’s something for us that’s unprecedented in the sponsorship space and makes the relationship so valuable.”
About Global Media & Entertainment Limited
Global is one of the world’s leading Media & Entertainment groups. With a huge weekly reach, it is the UK and Europe’s largest Radio & Outdoor company.
Global is home to respected, national, market leading media brands including Capital, Heart, Classic FM, LBC, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold Radio.
Global Player, the official app for all our brands, is at the core of Global’s content, allowing listeners to enjoy all of Global’s brand content, both audio and video, as well as award-winning podcasts, and expertly-curated playlists, in one place in app, web and smart speakers.
With an extensive and diverse portfolio, Global is also the leading Outdoor company in the UK & one of the largest in Europe with over 235,000 sites reaching 95% of the UK population.
On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 29 million on the radio alone.
Global created and operates DAX, the market leader in digital audio advertising. Through its proprietary technology, DAX connects advertisers with an audience of more than 130 million people worldwide, inserting targeted advertising into music streaming services, connected radio listening and podcasts, and operates a pioneering platform in programmatic outdoor advertising.
The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King CBE is Founder & Executive President, Simon Pitts is Group CEO, Stephen Miron is Chairman and James Rea is Chief Broadcasting and Content Officer. Ashley Tabor-King created Global in 2007.
This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.