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ITV has instigated a search for a new Love Island commercial partner after high street chemist Superdrug announced it was to end its three-year association with the hit show as headline sponsor.

Superdrug’s departure comes despite the most recent series of the reality dating show drawing record audiences, enthralled by the on-screen chemistry of series winners Dani Dyer and Jack Fincham, forcing the broadcaster to the market together with a hefty 50% price hike.

ITV is understood to be targeting sponsorship revenues of as much as £3.5m for the next season of the hit show, significantly in excess of the £2-£2.5m coughed up for the privilege by Superdrug last season.

ITV commercial director, Kelly Williams, commented: “We’ve seen unprecedented demand for this unique opportunity to become the headline sponsor of the biggest breakout TV show of recent years.”

Love Island has grown to become the most popular show ever broadcast on ITV2, drawing the attention of up to 5m viewers at its peak with 16-34 year old’s proving particularly enthusiastic.

According to the Guardian ITV has already received ‘several dozen’ expressions of interest from advertisers seeking to associate with the show.

The show's most recent run was marred by an 'irresponsible' advertisement for breast implants which was subsequently banned by the Advertising Standards Authority.