Condoms, creams and crop tops are among the key sponsors for the first season of Nine's new show, Love Island Australia.
Skincare brand Neutrogena, online clothing retailer PrettyLittleThing and Four Seasons Condoms have been revealed as the three major sponsors for the newest reality program, which is being broadcast on 9Go!
Each of the brands will have national sponsorships including integrations, billboards and product placements throughout season one of Love Island.
“Love Island Australia is a fun, youth-focused program and we are proud to welcome these great brands to the program. Our ambition was to create a platform for brands to reach millennials at scale with content everywhere they choose to consume it,” Nine director of content partnerships, entertainment Sarah Stewart says.
"Love Island is delivering in spades, with the number of 16-39s increasing significantly week-on-week in the 8.30pm timeslot. On 9Now, Love Island Australia is growing at a higher rate than we saw with Married at First Sight and has delivered real results for both our clients and for Nine.”
The Australian version of the hit English reality show launched last week on Nine multichannel 9GO! and has averaged more than 200,000 people nationally, with the audience in the key demographic of 16-39s, up 84% week-on-week.
The show has continued to capitalise on the catch-up market, with 37% of its first episode's audience watching via 9Now.
As of Sunday night, episode one and two also hold OzTam VPM ratings of 131,000 and 121,000 respectively, with episode one generating 236,000 streaming starts since being made available online.
Throughout its first week, the show continued to generate over 30% of its total audience through catch-up.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.