Love is in the air

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Is it truly really summer without watching buffed singletons residing in a luxury villa in Mallorca pairing off into couples every day for 8 weeks?

After last year’s season being cancelled due to the pandemic, probably the most popular TV show in the UK has finally returned to the small screen after 18 long months! In this week’s Internet Picks, we’re looking at all things Love Island and reminding ourselves the fun and excitement the show can bring.

Shoppable TV

ITV has enabled viewers to buy merchandise related to its programmes directly on screen with the launch of a shoppable TV platform – which is the first such service of its kind in the UK. The service went live during the current series of Love Island with Boots on board as a launch partner. Through the remainder of 2021, shoppable TV will roll out over further programs across a mix of genres as ITV scales up its offer.

Shop the Villa

You sexy beast

The Masked Singer meets First Dates; Netflix have a new dating show launching this month. Judging by the trailer, we are in for some seriously bizarre entertainment. In a refreshingly different format to the likes of Love Island, this show hopes to say goodbye to superficial dating altogether: “real-life singles sport elaborate makeup and prosthetics to put true blind-date chemistry to the test.” Consider me hooked already.

Premium Spots

With its vast audience of 18–34-year-olds, Love Island has always been an attractive prospect for advertisers. After an 18 month break due to Covid, holiday-deprived viewers are keener than ever to view the exploits of the contestants out in the sun. Knowing they could capitalise on this thirst; ITV are charging prices that Mindshare have called ‘punchy.’ This could be seen as something of an understatement, with a single 30’’ spot going for £1,000,000 the broadcaster is charging a serious premium. However, brands such as Tinder, JD Sports, and Spotify have all clambered to sign up for sponsorship opportunities despite these hefty charges. Such is the value of Love Island’s youthful audience. The show has the track record to prove its worth, too. When a contestant in 2019 wore a dress from ‘I Saw It First,’ it sold out within 10 minutes and the company’s sales skyrocketed by 67%.

Punchy prices/big payoffs

That's it for this week but you can also get more great insight and content from MediaCom Edinburgh by following us on social media and checking out some of our other content below.

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