Love Island 2021 viewing figures, the best yet

Love island has continued to prove its popularity with the 2021 series averaging 3.3 million TV viewers with a 16% share. Across all devices it averaged 4.2 million viewers making it the biggest series on a digital channel since Love Island in 2019 and was up on the 2020 series by 300,000 viewers.  ITV Hub’s audience alone was 2.1 million.

The viewing figures for the 16-34 age group are impressive with 1.7 million viewers and a share of 51.8%.  It was the second most watched series across all channels second in place to Line of Duty. Love Island won the 9pm slot amongst 16-34s 45 times (excluding Saturday episodes) across its run, only beaten by some Euro matches. Viewing figures in this age group were up 100,000 and 9.8 share points compared to 2020.

These viewer statistics indicate that the popularity of Love island goes from strength to strength and how well this genre of programmes resonates with younger viewer age groups.

If you would like to target these growing audiences and would like help to reach Gen Z viewers please contact our friendly team

ITV build on 2019 growth with rival to Sky Adsmart

ITV’s answer to Sky Adsmart will launch in February 2020, allowing brands to combine ITV’s first-party data with their own, and monitor and optimise campaigns in real-time.

Planet V, announced in November 2019, will allow advertisers more control of their video on demand services.

Kelly Williams, managing director of commercial at ITV, said: “Planet V is a significant step forward for us, meeting the widening demands of advertisers and bringing ITV’s unparalleled combination of mass simultaneous reach and targeted advertising. It will be a continually evolving platform, providing the very best frictionless, data-driven buy, in a premium, brand-safe environment, for our clients.”

This latest development adds to ITV’s growth in 2019, with viewing hours increasing by 13%.

ITV also reached 500m hours of viewer consumption, after meeting its 30m users target two years early. 

ITV’s top shows of 2019 included:

  • Love Island
  • Coronation Street
  • Emmerdale
  • I’m a Celebrity… Get Me Out of Here!
  • The Only Way is Essex
  • and the Rugby World Cup

Want to see your advert alongside some of the biggest TV moments of 2020? Get in touch with our friendly team today.

Sources: ,

Love Island audience grows 10% year on year

After another record breaking year, Love Island continues to be at heart of the nation’s conversation.

This year saw the biggest series yet of Love Island with a total average audience of 5.6million viewers.

Quick Stats


Love Island’s TV audience has grown +546% since Series 1, and +10% year on year.

8 million

Love Island was the most talked about TV series of the year, generating 8 million tweets.

The most watched programme of the year for 16-34 adults.

The biggest show on ITV2 ever.

3 million

Love Island’s Instagram hit 3m followers, becoming the biggest reality TV account, beating Keeping Up with the Kardashians.

What does it mean for brands?

Love Island 2019 brand partners saw an increase of 15% in brand awareness.

Love Island 2019 brand partners experienced a 19% increase in brand consideration.

Love Island online brand partners experienced a 20% uplift in unique search visits in 2019.

If you’d like to advertise your brand amongst Love Island, or any other popular program, then get in touch with our friendly team at The Media Angel on [email protected]. You’ll be pleasantly surprised at how affordable it could be.

Reaching a young audience: Love Island

With Love Island’s fifth series well under way, is it targeting a younger audience and how could your brand benefit from it’s reach?

First Episode

The first episode, launching on 3rd June, had an overnight audience of 3.3m viewers and 18.5% share of individuals. Across all devices, the show had a peak audience of 4.2mMaking it the biggest launch for the show yet.

The first episode also made waves on social media. Within the first 24 hours alone, there were 325,000 tweets about Love Island series 5 episode 1. The launch of the series also received 98.5 million impressions.

Consolidated Rankings

In the consolidated rankings, episode 1 achieved an incredible 4.6m TV viewers, making it both Love Island UK’s and ITV2’s biggest audience ever.

A further 1.3m viewers watched on non-TV devices, taking the total average audience of the launch episode to an impressive 5.9m viewers.

This makes Love Island the biggest programme of the year so far across all channels for both 16-34s and 16-24s.

Most watched programme on all channels

Love Island UK was the most watched programme on any channel for the first time ever on Sunday 16th June (episode 14) with an incredible consolidated rating of 5.6m viewers (TV+online) beating all other shows including Gentleman Jack (BBC One), Top Gear (BBC Two) and Soccer Aid (ITV).

The Morning After Podcast

Love Island hasn’t just been performing well on screens, viewers are also tuning into the podcast. Love Island: The Morning After Podcast has had over 1.6 million downloads to date and is at number 1 in the UK podcast charts!

Does your brand need to target a young audience? Get in touch to find out how we can help, or visit our VOD page to find out more.


Love Island tie-up helps boost profits at Superdrug

Superdrug’s tie-up with Love Island has helped drive a 16% profits leap as fans of the hit TV show snapped up bronzer, make-up and hair products.


The high street chain posted pre-tax profits of £92.9 million for 2017. Up from £80.4 million the previous year, with like-for-like sales 2.5% higher.

Superdrug, which has continued its sponsorship of Love Island this summer, also said the trend for social media facemask selfies helped skincare sales rise 10%, with sheet-masks and bubble-masks popular products.

The group said overall revenues rose 2.3% to £1.2 billion as it bucked wider woes on the high street to open 22 more stores. Taking its total at year-end to 804 across the UK and Ireland.

It invested £31 million last year, mainly on the new stores and refurbishments as well as its digital IT capability.

Peter Macnab, chief executive of AS Watson health and beauty division in the UK, said: “We are pleased with the company’s performance, and the continued recognition of our colleague’s customer service efforts.

Its annual results showed Superdrug’s share of cosmetic sales lifted to 32%. While sales of healthcare and wellbeing products rose 8%.

Website sales rose by more than 30% over the year, helped by a new mobile app and better delivery options.



If you want to make sure your using your marketing budget to its full potential,
then give our team a call on 02921 320 200 or email at [email protected]

Love Island: inside ITV’s social media strategy

When your show sells thousands of branded water bottles, it has to be doing something right. For 2018, the broadcaster’s social media team are being pragmatic about the platforms they’re using to interact with viewers; decoupling from Snapchat to crack on with Instagram Stories instead.


ITV senior digital producers Kenny England said he believed ITV 2’s Snapchat issue weren’t due to a sudden decline in interest of Love Island, but that the dip was platform-specific, and in part due to the app’s poorly-received redesign.

In the first month alone Love Island’s official account has “nearly doubled” its Instagram audience. The page has been using Instagram’s Stories product to direct fans to quizzes, divulge teaser soundbites and share its popular ‘The First Look’ video, which gives viewers a two-minute daily preview of the upcoming episode.

While it is pulling away from Snapchat, the show is still investing a lot of resource in Twitter, which England said gives fans a platform to discuss the show, especially its “watercooler moments” in real-time.

“Love Island has become so important to Twitter that the company took out a cover-wrap of the Metro on the day of the first episode, just to remind people to use it while watching the show,” he added.

Of the platforms Series Four is using, England described Instagram as the ‘perfect‘ one. The visual tone of it, he noted, matches the show’s own attention to visual perfection, which affects everything from set backdrops to the contestants themselves.

The partnerships too have expanded from those with [main sponsor] Superdrug and Ministry of Sound that ran during Series Three, to 10 partners for Series Four, including Missguided and Domino’s.

This expansion is allowing Love Island’s team to achieve more for their audiences, and for commercial partners to explore new engagement avenues. It could lead to larger audiences, and a few more accolades along the way.



If you want to make sure your using your marketing budget to its full potential, then
give our team a call on 02921 320 200 or email at [email protected]

Channel 4 trials artificial intelligence

Channel 4 has revealed a new artificial intelligence (AI) ad product that will let brands better integrate with TV.

The artificial intelligence is powered by an algorithm that will use visual and audio recognition to identify ideal TV moments for relevant brands to integrate with.

“For example, a character in a show might be seen enjoying a cup of tea and this scene may appeal to a tea brand whose ad would then be placed in the following break,” said Channel 4.

While in the early stages, the network looks to sell these moments in bundles to brands across different categories, be it food, hot drinks, relationships or mobile phones.

Channel 4’s own research found that placing contextual ads next to regular spots, meant spontaneous awareness was up a third, while positive brand perception 12% and purchase intent rose by 13%.

After trials, Channel 4 will present its results later this year.

Source: The Drum

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Give our team a call on 02921 320 200 or email at [email protected]

Missguided sales boom due to Love Island partnership

Sales have spiked by around 40% between 7pm and midnight when the show airs. Making it the most effective way for Missguided to reach its target audience next to Instagram.

Missguided says it has seen sales increase by around 40% during the evenings Love Island is on TV.

Speaking to Marketing Week, Missguided’s new chief customer officer, Kenyatte Nelson says aside from Instagram, nothing allows it to reach its core 16- to 29-year-old female audience with the same efficiency as Love Island.

“There’s nothing that exists outside of the Instagram platform that touches on a daily basis, for 10 weeks, our core customer – particularly those under the age of 25 – with the depth, frequency and level of engagement like Love Island,” Nelson explains.

“From a commercial standpoint it’s worked brilliantly. Even on the first day the show aired, our trade – particularly from around the hours of 7pm to midnight – saw an increase of around 40% week on week and its trajectory has been ratcheting up ever since, it hasn’t slowed.”

The women’s fashion retailer partnered with the ITV hit reality show this year in an effort to drive awareness of the brand. And to show that it is more than just party dresses and occasion wear.

“In TV, if you do a buy for 16-29 females they’re probably going to put you on X Factor. The reality is you’re only going to pay for that audience and get everyone else for free. The digital guys would call that wastage, but when you’re getting millions of eyeballs for free I’m not sure how much is wasted. That’s quite good.

Source: Marketing Week

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