OHMYGOSSIP — ‘Love Island’s brand is stronger than ever – despite the cancellation of last year’s series.
ITV2 is asking brands to pay as much as £100,000 per advert to be attached to the dating show – which is fronted by Laura Whitmore – meaning it’s set to earn more money than ever before.
Kelly Williams, ITV’s managing director, commercial, told the Guardian newspaper: “We do partner associations on many shows but ‘Love Island’ always has the most, and the most demand. We were selling this before Boris [Johnson] announced the roadmap, before we had any idea where the show would be filmed, and we sold out.
“That demonstrates the demand – we are really, really pleased. The commercial value overall will be more than pre-pandemic, the most we’ve ever made from ‘Love Island’.”
The show has already signed lucrative contracts with JD Sports, Boots, WKD, and Tinder, while Just Eat is returning as the programme’s headline sponsor.
ITV has also revamped its investments in the show by creating two more apps for users to download.
What’s more, ‘Love Island’ has redesigned its signature water bottle and upped the price to £20, as the previously plastic container has been reissued in stainless steel.
Kelly said: “With the retail offering we think we have it at a place where we are happy with it. The advantage is we own ‘Love Island’ globally, and we have tried to be very focused.”
Despite this, some brands have stepped back from the reality show amid fears over the welfare of the contestants in the aftermath of appearing on the programme.
‘Love Island’ bosses previously announced new duty of care protocols for the upcoming series, including social media training, “comprehensive psychological support” and the offer of a minimum of eight therapy sessions afterwards.
Source: VacationHunter.Online
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