ASOS and Love Island are a match made in brand heaven according to Greenlight research
As hit TV programme Love Island enters its fourth week, digital and commerce agency Greenlight has revealed the retail brands that have the strongest affinities to the audience - with ASOS coming out top.
Research and analysis conducted by Greenlight during the weeks running up to - and following the show’s return - looked into profiling the audience of Love Island and matched this against brand audience profiles.
The data shows the percentage of each brand's audience that have an affinity to people sharing the hashtag '#LoveIsland'. Despite sponsoring the show, Greenlight's research reveals that Superdrug fails to top the list and comes in at number 11 on the list with a correlation of around 60%.
The top 10 list of brands and the affinity to Love Island fans are as follows:
- ASOS – 95%
- Missguided – 94%
- River Island - 92%
- Boohoo – 91%
- Gymshark – 89%
- Topshop - 87%
- Primark – 82%
- Pretty Little Thing – 79%
- JD Sports – 74%
- MAC – 65%
Andreas Pouros, CEO at Greenlight commented: “The popularity of Love Island last year took everyone by surprise, and it was only once the show had ended that brands started to see the scale of the opportunity. With Love Island fever now in full swing once again, brands should be aware of the commercial opportunity that the show presents and how they can maximise the captive audience.”
The research also highlights the specifics of those tweeting the #LoveIsland hashtag, including the fact that 72% of the audience is female with 63% of them are under the age of 17. Coming second to this age group is the over 35s, who make up 18% of people engaging with the show on Twitter.
Content created with:
Greenlight (now part of Brave Bison)
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