Brands won this season of ‘Love Island USA’

Peacock’s “Love Island USA” has become an advertising juggernaut, and the impact of this season’s sponsorships is starting to be felt beyond the villa. 

Now in its eighth season, the franchise’s viewership has grown significantly, with the finale on Sunday, July 12. During the season’s first week, “Love Island USA” generated 1.31 billion minutes of viewing time, according to Nielsen, up 69% year-over-year. In turn, brands are increasingly looking for ways to be part of the conversation around the show, whether through organic social posts or through formal sponsorships. 

According to NBCUniversal, ad sales investments across “Love Island USA” and its spinoff “Beyond the Villa” were up 73% compared with last season. The show secured seven integrated partners, nine custom content partners and more than 1,000 media partners.

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