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 the 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.
