As the anticipation mounts for the sixth summer edition of the reality series, ITV is charging brands a large sum of money to be part of one of the biggest TV events of the year.
Next Monday, June 28, we'll all be snuggling down to see the series premiere of the reality show. With the series being off our screens for 18 months, ITV is certain that this will be the biggest season yet - and they're charging big numbers for a 'Love Island' advert this year.
According to The Guardian, ITV is predicting the best year ever for the TV franchise, asking brands to pay £100,000 (€116,709) per advert to attach themselves to the reality show.
Given that many of us won't be jetting away this summer - and the weather temperature is currently set to scorching - they're probably correct that this could be the most-watched series of the reality competition yet.
ITV's 'Love Island' official partners this year include the return of headline sponsor Just Eat, as well as JD Sports, Boots, Tinder, drinks brand WKD, and online fashion retailer I Saw It First. All brands had already signed up in March of this year.
However, it is believed that some brands were unsure whether to have their name associated with a 'Love Island' advert. Duty of care was a big concern, following two former contestants committing suicide (Sophie Gradon and Mike Thalassitis), and Caroline Flack's death last year. This year, mental health is an important factor in the production, with ITV promising at least eight therapy sessions for contestants when they leave the series. They will also receive training on social media about how to handle potential negativity online.
This year's 'Love Island' will have four apps attached to it, too. There will be the show's usual companion app, as well as the 'Love Island' story game, another fictional interactive story game, and a fitness app.
'Love Island' will return to our screens on Monday, June 28 on Virgin Media One at 9pm. The first names for the new series have already been announced. At the time of writing, 11 names have been revealed.
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