Just Eat ties its fortunes to Love Island
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Just Eat ties its fortunes to Love Island

Take away food order and delivery service Just Eat is stumping up sponsorship for an unlikely UK property: reality TV show Love Island. The concept behind the program is simple: a group of British singletons are sent to Majorca where they get to sun themselves and live a celebrity lifestyle in a stunning villa, and get to know each other a little more intimately.

Just Eat’s share price has risen by 10% over the past 30 days

graph 2305 justeats

SOURCE: Yahoo Finance

The sponsorship deal will see Just Eat receive ten second idents at the start and finish of each episode, as well as five second idents on each ad break. It will also have its logo on all promos, and sponsor the streaming catch up finction on the appropriate channel’s player, where it will receive a ten second ident.

But why Love Island? No doubt, there are numerous food-related jokes to be made over breasts, thighs, and even a sausage or two. But Love Island’s occasional saucy content aside, the show is hugely popular among a key segment for Just Eat.

Last year, the average episode brought in 1.2 million viewers across the UK – up from 693,000 in the previous year. And amongst 16 to 34 year olds, the viewership figures have pretty much doubled year over year. It’s shown at 9pm, with later showings available – prime take out scoffing time on the sofa. What’s more, the show definitely has room to grow its audience further: the most watched episode last year was one in which two contestants got about as intimate as it’s possible to be. That week saw 1.5 million viewers tune in – an incredible 7.5% of the overall audience!

So while Love Island might not be to everybody’s tastes, there’s no doubt it’s a sensible property for Just Eat to partner with – every week, it will throw the company in front of more than a million people sitting on their sofa in the middle of the evening.

Edel Kinane, Just Eat’s marketing manager in Ireland, made the following comment over the sponsorship: “We are delighted to be sponsoring this year’s exciting new season of Love Island on 3e. Admittedly our Love Island obsession grew last year along with the rest of the nation and we can’t think of a better way for our customers to enjoy Just Eat’s diverse range of cuisines than in the comfort of their own homes, tuned into 3e for Love Island.”

Disclosure

Dominion holds Just Eat in its Global Trends Managed Fund.


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