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Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

Love Island to air twice a year as ITV eyes more ad deals

Commercial imperatives spawn second winter edition of Love Island juggernaut

Love Island is to air twice a year after ITV agreed a second winter edition of the hit show can air alongside the summer staple.

The reality series has proven to be the one bright spot in ITV’s latest revenue update, pairing back advertising losses to just 5% on the back of a strong finish to the first half.

Enamoured by its golden goose, the broadcaster hopes to replicate that success over the more barren winter months by commissioning a second seasonal edition of the reality format from 2020.

Paul Mortimer, head of digital channels at ITV, said: “Love Island has proven yet again to be the perfect format that engages younger audiences. In response to this viewer appetite, a new batch of young singletons will deliver some highly anticipated post-Christmas romance and drama from our new and luxurious location.”

Despite ongoing controversies ranging from a body-shaming row to perpetuating sexism and promoting plastic surgery advertisers remain largely unperturbed leaving Love Island as the gift that keeps on giving for ITV.

Demonstrating this voracious appetite Uber Eats became the latest big-ticket sponsor of the format after coughing up £5m for the privilege.

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