No one expected an ITV2 reboot of a failed celebrity reality TV show to become a national phenomenon, but Love Island’s massive popularity has turned into an enormous ratings and financial success for the commercial broadcaster.
Following its surprise popularity last summer, the launch of the programme’s fourth series on Monday attracted almost 3 million viewers, making it the channel’s most-watched show ever and beating all other programmes in its time slot. It has also become a successful export, with the format sold to countries including Germany, Australia and Finland.
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