Global signs Love Island podcasting deal with ITV
As Love Island returns to TV screens, its companion podcast Love Island: The Morning After will be one of the shows Global will acquire, in addition to ITV’s Six Nations podcast and upcoming Rugby World Cup material.
The two-year deal kicks off with the Love Island podcast which will be promoted on the Capital Breakfast Show, which recently boasted 8.2m listeners, as well as Heart and Capital XTRA. ITV will get drafted into DAX, the digital audio ad platform created by Global, which will insert ads before, during and after ITV’s podcasts.
Global makes Love Island podcasting deal with ITV
Global said that this “creates a huge opportunity for brands to reach record numbers of people listening to podcasts every week”.
New episodes of Love Island: The Morning After are released six days a week during the show’s run. It features exclusive guests, fans and interviews with the latest dumped islanders who together discuss the biggest show of the summer.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Bhavit Chandrani, ITV controller of sponsorship, said: "Podcasts are exciting extensions to our shows, feeding the thirst of fans for more content and comment. Our tie-up with Global will enable even more ITV viewers to become ITV listeners and present new creative partnership opportunities for brands."
Adam Johnson, director of marketing at Global, added: “Our listeners are massive Love Island fans, so we’re looking forward to working with ITV to give them even more content from the Island. This deal is also great news for advertisers, who will now be able align their brand with ITV’s hugely popular audio content through DAX.”
As ITV bolsters its audio presence around its marquee shows, it is currently negotiating rates with the BBC to develop the BritBox streaming product on which its extensive archive could be made available.
Meanwhile Spotify made its own push into podcasting earlier this year with the acquisition of three podcasting companies, showing it has faith in the format to earn in the long-term.