BRAND PARTNERSHIPS THE POWER OF - Future Thinking
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THE POWER OF
BRAND PARTNERSHIPS
LONDON OXFORD PARIS SOFIA DUBAI
FUTURETHINKING.COM
LOVE ISLAND:
CRACKIN’ ON IN 2018
ONE OF THE HOTTEST TOPICS OF CONVERSATIONS IN OUR OFFICE EACH SUMMER IS THE TV PROGRAMME ‘LOVE ISLAND’ ON ITV2.
LAST SUMMER WE WERE LUCKY ENOUGH TO DO SOME RESEARCH AROUND THE PROGRAMME AND ITS COMMERCIAL PARTNERS.
It started as something relatively small but the popularity WHO’S WATCHING?
of Love Island has grown and, as viewing figures grew,
for the first time last year it was discussed increasingly by
One thing that Love Island has done successfully is to LIKE LOVE ISLAND, M
ANY PROGRAMMES,
engage with younger viewers, who, if you believe some WORK WITH BRAND
the mainstream media. In May 2018, Love Island added a of the commentary in the industry, are increasingly hard
PARTNERS TO BOOST
THEIR FUNDING. AT
BAFTA to its glowing CV. to reach through mainstream media. Thinkbox data 2
FUTURE THINKING, WE
shows that despite this commentary, 16-24 year olds still HAVE BEEN COLLECTING
The chart below, which takes published BARB average BENCHMARKS AND
viewing figures for the final over the last 3 years, shows spend more time watching TV than any other form of NORMS FOR THESE TYPES
just how its popularity has built. In fact, at its peak, video. It is programmes like Love OF PARTNERSHIPS
viewing figures reached almost 2.5 million1, beating BBC1, Island that helps to keep them
BBC2, Channel 4 and Channel 5 in the 9pm slot! tuning in. Last year’s final
drew in 690,000 16-24 9.1%
year olds 3 , which
1.2%
a c c o u n te d fo r 9.1%
6.3%
2,430,000 over half (52.3%) 1.2%
VIEWING FIGURES OF of v iew ing for 22.1%6.3% 1.8% 0.4% YouTube
LOVE ISLAND FINAL that demographic 22.1% 1.8% 0.4% 3.7% YouTubeFacebook
at that time.
33.1% 3.7% Other online video
Facebook
1,300,000 1.1%
33.1% Onlinevideo
Other online 'adult' XXX video
TV ACCOUNTS 1.1% 8.1%
6.4%
737,000 FOR 71% OF 56.4% 6.4% Online Cinema
'adult' XXX video
0.6%8.1%2.0%
OUR VIDEO 56.4%
0.6%
3.9%
CinemaDVD
2.0%4.3%
DAY… 9.6%
4.3%
3.9% DVD Subscription VOD
9.6% 6.4% 12.6%
Subscription VOD VOD
Broadcaster
2015 2016 2017 6.4% 12.6%
10.8% Broadcaster VODTV
Playback
10.8%
Playback TV
Live TV
Live TV
1: http://www.bbc.co.uk/news/entertainment-arts-40714726
2: thinkbox data source: 2017, BARB / comScore / Broadcaster stream data / IPA Touchpoints 2017 / Rentrak
2 Future Thinking - The power of brand partnerships 3: http://www.radiotimes.com/news/2017-07-25/itv2-beats-bbc1-bbc2-and-channel-4-as-love-island-final-is-watched-by-almost-3-million/
A MULTI-SCREEN
SUCCESS STORY
However, Love Island was not just a success on the we consistently see evidence of the benefits of brands
TV screens. Perhaps it was the programmes appeal sponsoring TV programmes, such as Love Island, where
to younger audiences that meant that they were also the audiences are clearly engaged with the content and
watching via PCs, tablets and smartphones and generating subsequently the brands associated with it.
an enormous amount of buzz on social media.
We often see that once viewers become aware of the
4
BARB released their latest viewing report in May, packed partnership, attributes associated with the programme
full of useful and interesting data relating to how many can start to rub off on the brand and it generates brand
people are watching programmes on TV and across all awareness in the first instance. The longer the programme
devices. This latest report showed the ‘most watched’ runs, generally the more the brands can benefit from
TV programmes, both live and on-demand for 2017, on things like uplifts in brand image and call to action
mobile devices. As the audiences for ITV2 are generally measures, such as talking about the brand sponsor and
lower than the main terrestrial channels, it came as a little likelihood of considering it in the future. When there is
bit of a surprise to us initially to see Love Island top the list a strong partnership, this can often happen in a much
of programmes. However, given the profile of the viewer, shorter time frame.
it does make sense. As well as being the most watched
live programme via a mobile device, one of the episodes ANOTHER SUCCESSFUL SUMMER
rated as the 2nd most watched programme on-demand;
quite a feat, given all other programmes in the top 10 were As the trailers start to appear for the new series of Love
BBC shows and Channel 4’s Great British Bake Off. Island, our anticipation in the office is building again and
our personalised water bottles are being paraded around
more proudly than ever. The big question is whether this
BRAND PARTNERSHIPS series will be able to build on the success of the last and
A lot of the funding for programmes like Love Island continue to engage audiences in record numbers?
comes from working with brand partners and I’m sure
that avid viewers would’ve been able to spot the bottles
of branded suncream and toiletries in the background of
various shots in the villa.
At Future Thinking, we do a lot of work evaluating these
brand partnerships, including TV sponsorship. In fact, we
have been collecting benchmarks and norms for these
types of partnerships for the last 17 years. Over these years
4: http://www.barb.co.uk/download/?file=/wp-content/uploads/2018/04/Barb-Viewing-Report-2017_FINAL_LR-May-2018.pdf Future Thinking - The power of brand partnerships 3
SPEAK TO FUTURE
THINKING
At Future Thinking we’re looking forward to
working with our clients. Helping them navigate
through the ever changing media landscape,
build stronger and deeper relationships with
their audiences and spotting opportunities for
growing revenues.
Future Thinking takes a consultative approach
to market research with commercial focus
driving everything we do. That’s why we focus
our attention on the three key areas that drive
competitive advantage: Launch, Communicate,
Experience.
Our mission is to deliver consumer and
business insights that tells stories, inspires
action and travels within an organisation, long
after the debrief.
For more information on our media research
expertise please contact Shaun Austin on
+ 4 4 (0) 3333 208 220 or by email:
shaun.austin@futurethinking.com
4 Future Thinking - The power of brand partnerships
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