Online retailer to sponsor ITV reality show for second time as it lauds commercial impact of partnership
Love Island returns to screens this month and the winter version of the popular reality ITV show already has its first recoupling: eBay will sponsor the series for the second time.
It follows a successful pairing last summer when eBay took over from fast fashion retailer I Saw It First. The partnership directly influenced the shopping habits of consumers. Research released by ITV shows that 53% of viewers who were aware of the partnership bought secondhand, or “pre-loved” clothes in the past three months. Since the announcement of the partnership last May, the site had 1,600% more searches for “pre-loved clothes” compared with the previous year while Google searches for the same phrase were up 170%. Its viewing figures make these numbers significant – 5 million people tuned in to the final in 2022.
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