The Love Island brand is stonger than ever despite being cancelled last year due to the coronavirus pandemic – with brands being asked to pay up to £100k per advert.
ITV’s managing director, commercial, Kelly Williams has revealed that the dating show is set to earn the channel more money than ever before.
Kelly told how Love Island has always been their ‘most in demand’ programme for advertisers, with brands even signing up before the show confirmed where it would air this year.
Thriving: The Love Island brand is stonger than ever despite being cancelled last year due to the coronavirus pandemic – with brands being asked to pay up to £100k per advert (pictured host Laura Whitmore)
She said: ‘We were selling this before Boris [Johnson] announced the roadmap, before we had any idea where the show would be filmed, and we sold out.
‘That demonstrates the demand – we are really, really pleased. The commercial value overall will be more than pre-pandemic, the most we’ve ever made from Love Island’.
Just East is returning this series as the show’s headline sponsor, while it has also inked lucrative contracts with JD Sports, Boots, WKD, and Tinder.
ITV has also created two more apps for viewers to download.
Other investments in the much-loved series include the revamp of the Love Island signature water bottle, which now costs £20 to purchase.
The plastic container has been ditched in favour of a stainless steel exterior.
Kelly said: ‘With the retail offering we think we have it at a place where we are happy with it. The advantage is we own Love Island globally, and we have tried to be very focused.’
Despite this, some brands have stepped back from the reality show amid fears over the welfare of the contestants in the aftermath of appearing on the programme.
Love Island bosses previously announced new duty of care protocols for the upcoming series, including social media training, ‘comprehensive psychological support’ and the offer of a minimum of eight therapy sessions afterwards.
This year Love Island bosses have warned viewers to ‘think before you post’ during the new series.
The ITV2 dating show is to make a long-awaited return next Monday after being cancelled last year due to coronavirus; and a social media message shared by the producers has issued a warning to fans in advance.
The series has become known to attract trolls online, and many former Islanders have slammed the show, claiming they have suffered with mental health issues after taking part on it.
Stern reminder: Love Island bosses have warned viewers to ‘think before you post’ during the new series
Two past contestants have died by suicide, with the show’s former host Caroline Flack also taking her life.
A message on the programme’s Instagram account read: ‘You’ve got a text! These Islanders are all single and ready to find love. We can’t wait to watch them get to know each other, date, and maybe even find the one.
‘We’re so grateful they’re letting us follow their journey this summer. We hope you enjoy the show, but please think before you post.’
Host Laura Whitmore and narrator husband Iain Stirling shared the same message.
Host: Laura shared the same message on her own social media page
Sophie Gradon, who was 32, died by suicide in 2018, as did Mike Thalassitis, who was 26, a year later after both taking part on Love Island. Caroline took her life in February 2020 – she was 40-years-old.
This comes after Love Island bosses confirmed the show’s duty of care protocols last week.
Dr. Paul Litchfield – who ITV appointed in 2018 to review the show’s participant welfare processes – said: ‘Society’s appreciation of the importance of mental health and wellbeing has grown enormously in recent years and the pandemic has brought that into even sharper focus.
‘Reducing the risk of harm, where possible, is an imperative but promoting good mental health is also necessary.
Tragic: Two past contestants have died by suicide, with the show’s former host Caroline Flack also taking her life (pictured in 2019, three months before her death)
‘ITV’s evolving commitment to these issues, backed up by tangible action, is an example to others in the industry and beyond.’
The process for ‘all contributors involved’ in the show includes ‘comprehensive psychological support’, ‘training for all Islanders on the impacts of social media and handling potential negativity’ and ‘training for all Islanders on financial management’, as well as ‘guidance and advice on taking on management after the show’.
There will also be ‘detailed conversations’ with contestants about the ‘impact of participation on the show’, as well as a ‘proactive aftercare package’ which promises to support Islanders once filming has ended with ‘proactive contact’ and extra support where necessary.
ITV has confirmed that registered mental health professionals will be available for Love Island stars throughout the entire series, from pre-filming, during the show itself and as part of the aftercare.
What’s more, there will be a welfare team during and after the show, and the senior team in Majorca has mental health first aid training.
Heartbreaking: Sophie Gradon (pictured), who was 32, died by suicide in 2018
Contestants will now receive in-depth press training and professional advice on how to deal with comments from trolls.
Additionally, they’ll receive financial guidance so they don’t spend all of their prize money or later earnings.
The channel will also offer Islanders a 14-month-long ‘proactive aftercare package’, which will include at least eight sessions with a therapist.
Tragic: Mike Thalassitis, who was 26, died by suicide a year later – after both taking part on Love Island
As a further precaution, ITV has hired the clinical psychologist Dr Matthew Gould and physician Dr Paul Litchfield.
Love Island has not aired since February 2020 after both the summer 2020 and winter 2021 editions were cancelled due to the coronavirus pandemic.
The new series is rumoured to be the ‘biggest in history’, as ITV bosses gear up for the highly anticipated comeback
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