Love it or hate it, you can't escape it. Love Island has built on its phenomenal success of last season and it's not just a ratings success, but a huge commercial success for the broadcasters ITV who managed to rake in over 2.3million viewers on ITV2 on Friday, more than the BBC and the ITV.
Who is making money out of Love Island?
The winner will get £50k, but it’s said they'll get hundreds of thousands from endorsements, live appearances etc. The show is sponsored by an entire myriad of commercial collaborations.
Love Island viewers can vote via the show's official app, which has previously been used to allow viewers to pick who leaves, who returns and who goes on dates with who.
The app also features a style page with links to buy clothes seen on the islanders and fans can listen to the official Love Island: The Morning After podcast there too.
The commercial success of Love Island is not just down to the alchemy of the contestants, their chiseled pecs or porcelain skins, but the integration of the brands used within the show.
One example being the clothes on the show being supplied by the shows partner Missguided. The daters were given daily outfits to last them through their time in the villa as a form of product placement, handing over bits from Missguided casual, summer, festival, and out-out product lines.
It targets that 16-34-year-old audience which until now has been a difficult lock to pick due to the younger generation watching the majority of their TV through other online platforms rather than the live experience.
How much are these brands paying to be on Love Island?
According to Steven Ballinger, MD for Investment at Ad agency Carat, the biggest sponsor is most likely Superdrug that will be paying in the regions of £4 million to be involved with the shows integration.
Other brands integrated such as Kellogg’s and Thorpe Park that has a theme park ride dedicated to the show, will likely to be paying in the regions of £1 million for show integration.
For a spot during the commercial breaks the estimated fees are likely to be between 30-50 thousand pounds. Which is a handsome sum, but compared to the £150k price tags that is demanded for a spot in the X-Factor, still relatively small.
So is brand integration the future for broadcast networks?
It seems likely. This show has changed the goalposts for product placements. ITV have also adopted the vertical integration by providing its own merchandise from the show. Nothing is more popular than the Love Island personalised water bottles that you might have already started seeing in the drinks holsters of the treadmills in your gym.
The direct to consumer model eliminates many middle men, circumvents a lot of unnecessary supply chains and keeps the products accessibly priced for the younger markets.