Evaluating brand partnerships is in our dna, and last summer we were lucky enough to do some research around the TV programme Love Island on ITV2 and its brand partnerships.
What started as something relatively small, the popularity of Love Island has grown and for the first time last year was discussed increasingly by the mainstream media, as the viewing figures grew and in May added a BAFTA to its glowing CV. Download our short paper to understand more about the success of this show and how it engaged with a tough audience on such a huge scale.Download
A lot of the funding for programmes like Love Island comes from working with brand partners and I’m sure that avid viewers would’ve been able to spot the bottles of branded suncream and toiletries in the background of various shots in the villa.
At Future Thinking, we do a lot of work evaluating these brand partnerships, including TV sponsorship. In fact, we have been collecting benchmarks and norms for these types of partnerships for the last 17 years. Over these years we consistently see evidence of the benefits of brands sponsoring TV programmes, such as Love Island, where the audiences are clearly engaged with the content and subsequently the brands associated with it.