Have we got a text for you! As viewers fall in love with season five of Love Island Australia, sponsors are experiencing why it’s one of the hottest shows in the world for brands connecting with hard-to-reach younger audiences.

With 80% of last year’s audience watching Love Island Australia on 9Now, a digital first Total TV sponsorship package that mirrors consumption has resulted in brands experiencing first hand the benefits of a proposition combining the best of broadcast with the best of digital to deliver a full funnel solution.

As the sexy singles continue to flirt up a storm in the Mallorcan villa, a new era of brand sponsorship is providing clients – including Google Pixel 8 Pro and PepsiCo’s newest Sparkling Water brand bubly – with all of the usual brand building entitlements typically found in a broadcast sponsorship, such as premium placement, frequency management, exclusivity and integration, however, delivery is occurring majority on 9Now. 

9Now Commercial Director, Tina Andrew, said: “Love Island Australia allows us to showcase a true digital first approach, with brands experiencing what TV sponsorship provides, but with the addition of premium slate online inventory, and the benefits of demo targeting, frequency capping of their campaigns reducing wastage and stretching value.”

“It’s a reverse approach based on the nature of the audience and is something we’ll be seeing more of in the future.” 

With the Islanders being able to receive texts and keep their influencer dreams alive on Google Pixel 8 Pro mobile phones and charging stations, there is bubly brand and product integration, including bubly inspired games and a bubly-themed villa pool party. The sponsorship allows for extensive use of IP across the brands’ owned channels, and bespoke social content filmed with islanders shot in the villa.

Joanna Barnes, National Head of Investment, PHD, said: “The 9Now Love Island sponsorship provides a fully integrated solution for clients and a commercial model that is reflective of that. Great to see Nine advancing their digital offering and commercial partnerships as we accelerate ahead and make bold strides in the Total TV proposition.”

Nine’s director of content partnerships and client experience, Sarah Stewart, said: “Love Island is a unique format giving clients deep integration within a highly entertaining format that speaks to a very specific audience demographic, delivered at scale. Our viewers are highly engaged and savvy consumers, offering brands like bubly and Google Pixel a fantastic opportunity to deliver their message direct to these consumers.” 

The advancement in digital first trading has resulted in the growth of digital enhancements, including addressability, dynamic creative optimisation, sequential messaging and conversion products, to leverage the data 9Now’s digital platform provides. 

Love Island Australia is available for streaming on 9Now, dropping at 6pm AEDT every Monday to Thursday, with episodes screening on 9GO!

High res picture HERE

For further information, please contact:
Adrian Motte 
Senior Communications Manager – Trade and Publishing 
amotte@nine.com.au 

Thursday, November 2, 2023