The Sun has become the “unofficial second home” for fans across the country.
Analytics show that The Sun has capitalised on the programme’s massive audiences, providing fans with insider knowledge and gossip. Although the publication is not an official partner of the show, it has seen online traffic peaking at an average of 11% growth as the ads run on ITV2.
Keith Poole, The Sun’s digital editor said: “We are the unofficial second home of the show and have been leading the Love Island discussion since it rose to popularity. We cover every inch of the story, from what the contestants are wearing that night to insider stories on the Islanders – including that DM from Curtis to Maura – to the first tell-all interviews.
“It’s like the electricity surge Britain sees during football World Cups, when people rush to the kettle. The ads come on and everyone’s picking up their phone to get some post-match analysis and gossip and are reading and sharing the latest stories from us on the island.”
Advertisers such as Coca-Cola are taking advantage of The Sun’s access to an engaged audience and are running a campaign for Diet Coke next to its Love Island content. At the same time, accompanying polls and games allow the publication to gain an insight into reader preferences.
Paul Hood, The Sun’s digital marketing director commented: “Not only are we growing our audience through our brilliant Love Island content, we are also getting to know them better. We’re giving them the chance to engage and interact beyond purely consuming content and, in return, they share more about their preferences or their credentials.
“We’re building a really clear picture of who this audience is, how they consume and what they want.”
Source: Campaign
