GM Thought of the Week – Will ITV2’s Love Island steal your heart this year?

love island TOTW

GM Thought of the Week – Will ITV2’s Love Island steal your heart this year?

With less than a week countdown to the rumoured start date of ITV2’s Love Island returning to our screens it seems fitting to recap on how the phenomenon performed last year and making our prediction on whether it will be the same success in 2018.


The series’ first started back in 2005 and left our screens for a number of years until 2015. The revamped series took over the younger (and some older) British viewing public’s lives, with a peak episode on 4th July 2017 achieving 13.5 Adults 16-24 TVRs alone (845,000 Adults 16-24 impacts).


More than 80,000 people applied for the handful of places this year with the series last year peaking at 2.8m individual impacts for the final (24th July 2017) demonstrating the sheer popularity of the reality series. The question is will the contestants be as big of a hit with the viewing public as the likes of Kem Cetinay, Amber Davies and Chris Hughes were throughout the summer of 2017.


With this year’s series of Love Island officially on its way ITV2 dropped its first season trailer at the end of April. To increase audience anticipation even further the trailer showed very little of what is to come other than the return of Caroline Flack and Iain Stirling (the show’s presenter and voiceover) and has clocked up just under 30,000 views on YouTube. Many of us will have also seen the TV spots promoting the teaser and it has certainly driven conversation following the hike in google trend data showing users are searching content related to the show.


It will be interesting to see how ITV promote the series and lead the conversation beyond the TV screens and across multiple media touchpoints. It is likely many adult brands will also take advantage of the topics of conversations opened up by the series. If not during the series but certainly when the contestants leave the house and the paid for endorsements start appearing on their social channels.


Regardless of whether you are a fan or not I can guarantee the new series will take over your social media feeds with daily memes, office discussions and household dinner table chats. What will be most interesting to see is how competing channels will try and combat the fact the show will be on air during a peak time slot drawing away adult audiences for 8 consecutive weeks across nearly every day of the week.


Michaella Williams, Associate Director 


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