As the pool floats are deflated and as contestants begin their return journeys to the UK, wheelie suitcases in hand, the sun has set on the fifth series of the ever-popular Love Island.
ITV has seen its total advertising revenues fall 5% during the first half of 2019, however online revenues are up 18% year-on-year – boosted by the hit reality show.
The show has allowed ITV2 to grow its share of the ever evasive 16-34 adult audience by an impressive 7%. Even more astoundingly, the episode that aired on 3rd July, showcasing the fall out from Casa Amour, broke ITV2’s all-time ratings record, with more than 4.7 million individuals watching the show on TV sets (BARB), while a further 1.4 million tuned in on phones, PCs and tablets.
Dame Carolyn McCall, chief executive of ITV, said the show had “definitely” contributed to an “uptick” in ad sales on both linear TV and VoD channels, meaning ITV ended June in a better-than-expected position.
Although spot sales of the show would have benefitted ITV’s bank balance, it was the incremental £8 million raised in revenue from commercial partnerships that set the property apart.
As a result of revenue into the ITV market, this month the station announced it would extend its suspension of late booking fees for another three months until the end of October.
In addition, the success of the show for ITV has led to the broadcaster announcing a new “winter” series to be filmed in South Africa, and currently pencilled in for January 2020.
While Love Island has come under fire for its supervision of contestants’ wellbeing, the show has been regarded by most as a breakout success.
Mirroring the early successes of cult shows such as The Inbetweeners and Big Brother, each Love Island episode conjures relatable moments, and sparks debate in front of the TV set as well as online.
With bedroom antics and alcohol intake reduced this year, the show has acted on becoming more mainstream and family-friendly. Following the suicides of two former contestants, ITV has also increased its aftercare package, with this year’s contestant Amy Hart stating she “couldn’t fault the support” provided by the team.
Love Island is ITV’s golden goose, reaching the much sought after younger audiences – although surely there are only so many eggs it can lay, as seen when Channel 5 introduced a second series of Big Brother.
In the meantime, Love Island re-enforces the cultural power of television, with its mass reach and engaging content, helping to initiate conversations on even the quietest tube line.
With the second series incoming, the catchphrases may well live on year-round.
