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- British broadcaster ITV announced this week that it has postponed the filming of reality-dating series "Love Island" due to the coronavirus pandemic, potentially causing distress to sponsors reliant on the show.
- Previously, retail brands such as ISawItFirst, Boohoo, Missguided, and Superdrug saw significant increases in profits through sponsorships by heavily promoting make-up products and clothing featured on the reality series.
- According to GlobalData, nearly half of those who watched went on to buy a product after seeing it advertised on screen.
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British reality-dating series "Love Island" has been put on hold until 2021 due to the Covid-19 pandemic, and analysts say it could spell trouble for partner retailers who capitalized on the show through collaborations.
"Many retailers targeting 16-24s will have been banking on their "Love Island" partnerships drawing in new customers this summer and will be left wondering how they can replicate the huge awareness boost that the program brings," Sofie Willmott, lead analyst at GlobalData, told Business Insider.
See the rest of the story at Business Insider
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See Also:
- Souplantation and Sweet Tomatoes are closing all locations, as the coronavirus pandemic threatens to destroy buffets and salad bars' already shaky future
- Neiman Marcus, J. Crew, and True Religion are among the first US retailers to file for bankruptcy as the pandemic takes its toll. Here's the full list so far.
- Eerie photos of reopened malls show thinned-out food courts, roped-off play areas, and masked shoppers
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