The socially engaged Love Island lovers
Summer has once again been taken over by another series of Love Island. After 8 weeks of drama, grafting and a lot of re-coupling, the luck of the Irish was with Greg and Amber as they were crowned the winners. As usual with Love Island, social media fans endure the 24 hours wait between episodes by using tweets, gifs and memes to spark activity about the series. Using our Kantar Social TV Ratings (KSTR) data, we investigate how social media reacted day by day across the series.
Out KSTR data reveals that over 7.7 million tweets were sent during the series, providing more than 2.3 billion impressions. Interestingly the biggest spike wasn’t the first episode or even the final; it was in fact on the 2nd July when the islanders returned from Casa Amor. This episode saw Michael choose Joanna over Amber and triggered a huge shock when Amy returned to Curtis, after having doubts in their relationship.
In the 24-hour period on the day this show aired, almost 370,000 tweets were sent. The second biggest uplift was the day afterwards as the backlash and drama continued.
Digging deeper into the tweets sent during each broadcast window (30 minutes on each side of the broadcast), the top two switch and the 3rd July is the most tweeted with 242K tweets. The episode that aired on the 2nd July and the 3rd June follow in second and third. Four million of the 7.7 million tweets were sent during the broadcast windows - more than half of all tweets.
Looking at the tweets that were sent on the 2nd July, the one with the most retweets came from Amber’s account. Managed by her friend whilst she was in the villa, the tweet poked fun at Michael after his recoupling with Joanna and was retweeted 5.9K times!
Despite not being the most tweeted about episode of this series, the final on Monday 29th July this year still received more tweets than last year’s final. This may have been due to the fact Tommy and Molly-Mae, the favourites this year, lost out to surprise winners Amber and Greg. Whereas last year it was no shock that Jack and Dani were crowned the winners.
Love Island is over for another summer but fans of the show won’t have as long to wait for another season of drama, with ITV’s recent announcement of a winter edition, currently planned for early 2020 in South Africa. Time will tell how the change will impact Love Island’s Twitter popularity.
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