Monday, November 28, 2022

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    TV Talks: why Love Island is match made in heaven for sponsors

    We sit down with some of Love Island’s series eight sponsors – eBay, Reddit, and Boots – to find out how the last series went and why Love Island is the gift that keeps on giving. 

    As part of The Drum’s ramped-up TV coverage, media editor John McCarthy and TV reporter Hannah Bowler teamed up to launch a podcast series that takes a closer look at developments in the TV advertising space. 

    Every year ITV’s hit dating reality show Love Island attracts big-name brands and series eight was no different. The way ITV slices and dices Love Island’s sponsorship opportunity is unique and particularly appealing to brands trying to reach young audiences. 

    In the episode, Eve Williams, chief marketing officer for eBay reveals how the show has boosted searches for pre-loved fashion. Pete Markey, chief marketing officer at Boots recounts how his team gained social media skills throughout the show and Laurelle Potter, general manager at Reddit, talks modeling the Love Island approach for other TV formats. 

    Last week, we were joined by Channel 4’s Ewan Douglas and ViewersLogic Ronny Golan to talk TV attribution models. Catch up on old episodes and subscribe now

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