It’s another summer of love. We’re halfway through season five of British reality television show Love Island and millions of eyes are watching toned, immaculately groomed men and women compete for £50,000, potential sponsorship deals and ‘romance’.
In fact, the channel behind the show ITV2, reported its highest ever opening with 4.2 million consumers watching the first episode across a number of media devices. Not only does that mean 18.5% of British TV viewers tuned into watch islanders enter the villa for the first time, but 57% of 16-34-year-olds were checking out the buffed contestants.
To put it into context, that’s