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  • Love Island: simply trashy TV or fascinating insight?
  • Love Island: simply trashy TV or fascinating insight?
    Love Island (2018) ©
CASE STUDY

Love Island: trash TV that unites Gen Y Britain

Reality dating show Love Island is gaining popularity year on year – particularly with Gen Y. The show is endearingly relatable, offering a snapshot of human life and it makes for compulsive viewing that brings people together. So how can brands tap into its cult following?

Location United Kingdom

Scope
Love Island, the reality TV show that has toned and tanned singles try to find love in a Majorcan villa, has soared in popularity, becoming a staple in UK office-cooler conversations over the past two years. The 2018 launch episode attracted twice as many viewers as the previous year, breaking ITV2 records. [1] This year, it received more applicants than Oxbridge – 85,000 applied to take part in the show, in comparison to Oxbridge’s 23,000 hopefuls. Today, Love Island represents the world of celebrity in an Instagram age – the get-famous-quick generation, who share every minute detail ...

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