The new upcoming season of Love Island is a big risk for Nine, but also a big opportunity for brands to reach a demographic that doesn’t typically watch TV, Nine's content boss says.
Addressing an audience of marketers and media agencies at a mini upfronts-style event held in Sydney yesterday, the network's head of content, production and development, Adrian Swift, described Love Island UK as a “true phenomenon” and he expects its success to be replicated in Australia as it prepares to launch later this year on the 9GO channel.
“It’s a huge risk for us. It’s one of the biggest investments we’ve ever made that isn’t on our main channel” Swift said.
“It’s also the first commission from Nine that is funded by every touch point, including social and catch-up. That’s a different model for the Nine Network but we think it’s the future of how shows will be funded.”
Nine group content strategy director Lizzie Young described the show, which sees sexy young Australian singles on the hunt for love, as a “point of difference for Nine”.
“It’s an opportunity to reach those demographics, both to bring them back into our own ecosystem and for brands to connect with them.
“We will deliver the broadcast and the most integrated distribution strategy and therefore the largest number of opportunities for brands to connect with millennials at scale this year.”
In the UK, Swift said ITV has sold more than 100,000 Love Island branded T-shirts and 25,000 water bottles, adding the show has “revolutionised” the reality TV genre. Health and beauty giant Superdrug backs the show in the UK, suggesting Chemist Warehouse and Priceline Pharmacy could be viable sponsors for the Australian version.
AdNews also understands that while product placement isn't big in the UK version, it will be more prevalent in the Australian version – which is filmed in Spain.
“At the core, we have a show that has brought the demographic to TV that doesn’t usually come, with an 81% female audience and I really think our version of those show will bring something this market has never seen before.”
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