It’s a hit, but Love Island shows the weakness of ITV

Inside Business: Will a double dose of the reality show turn around the broadcaster’s fortunes?

Love Island is a hit among the 16- to 34-year-olds that advertisers covet (Rex)

Love Island has sure helped to fuel a lust for ITV shares. For a day, at least, the company was among the stock market’s hottest contestants, the one investors wanted to couple up with, aided by the announcement that we’re about to be treated to a double dose of the smash-hit reality show next year.

Smart move. It highlights the the company’s key strength. It still has the capability to deliver mass audiences to advertisers in a way that’s almost unique. Love Island is beloved by the much coveted 16- to 34-year-old demographic that is usually in thrall to Netflix and YouTube. There’s nothing currently about that rivals the show’s popularity among its members.