NEIL MORTENSEN Director of Audiences, ITV plc Love Island: how Audiences fuel a smash hit
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Neil Mortensen 2019 “IT IS WHAT IT IS” “NOT BEING FUNNY, BUT…” “CUTESIE” Heading“BANTER” here “OISub OI”-title here “MY TYPE ON PAPER” “BUZZING” “VIBES” – Your“PIED” text goes here – please“A useSORT” minimum 18 pt“I’M LOYAL BABES” – Your text goes here – please use minimum 18 pt “I GOT A TEXT!” – “CRACKINYour text goes here ON”– please use minimum 18 pt “MELT” It “GRAFTING” “MUGGED OFF” “LOYAL” “OH MY GOD” “WHERE’S YOUR HEAD AT” “SALTY” “THE DO BITS SOCIETY” “GIRL CODE” “BEV” “PUTTING ALL YOUR EGGS IN ONE BASKET” “LIKE” WALKING INTO THE BFI LIKE
Certain images have been removed for copyright purposes A story of…
Audience teams plugged into viewers and the business
Bringing a brand back to life We are the voice of the audience for ITV, helping programme makers, schedulers, commissioners, creative, online, marketers, strategists and the commercial teams in ITV to understand our audiences better Our audience research process follows the life stage of a programme from development to recommission, international distribution and advertising impact
Development Testing On air Performance Return Distribute
Bringing the Gauging Responding to Measuring Help our Tailoring the world outside reactions to the audience success and advertising format to work into ITV existing ideas, and making recommending clients measure in other markets pilots and changes next steps the impact that across the globe programmes on screen ITV delivers for their brands And so for Love Island?
Certain images have been removed for copyright purposes Love Island has changed the reality genre. It has driven younger audiences back to TV and has viewers obsessed with 9pm!
At ITV, audiences have been at the heart of the show since day dot…
Certain images have been removed for copyright purposes We did lots of development work behind the scenes We tested the appetite for the show Quick turnaround research allows us to make changes on screen
We make sure we try and learn every lesson to feed into the creative process for the next series Love Island by episode on TV since the beginning
Series 1 Series 2 Series 3 Series 4 Series 5 5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0 4 Screen viewing
4,392k 1,381k
Love Island 1,949 1,399 981 63 1,381 Total: 5,773k
TV Set Live TV Set VOSDAL TV Set TS1-7 TV Set TS8-28 Other Devices Impact on ITV2: 16-34s All Time Share
Share (%)
18 16 14 12 10 8 6 4 2 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 Week 25 Week 26 Week 27 Week 28 Week 29 Week 30 Week 31 Week 32 Week 33 Week Commercial Partnerships Supporting Love Island extensions through our Direct to Consumer research
Merchandise Love Island Mobile Sunglasses Love Bust Make up Game
Water Bottles Live Event We have been researching other markets to get the best case ready for format sales worldwide The Love Island format is travelling around the world, adapted in 13 countries
Australia (Nine) Belgium (SBS) Denmark (TV3) Finland (MTV3) Germany (RTLII) Hungary (RTL) Netherlands (RTL) New Zealand (Three) Norway (TV3) Poland (Polsat) Sweden (TV4) UK (ITV2) USA (CBS)