How Peacock’s Love Island USA Is Translating Into Brand Impact

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Competition reality TV is having a moment for brands—and everyone wants to be the new bombshell entering the villa.

According to NBCUniversal, reality television has become a true love story for brand marketing, bringing a 42% increase in likeability compared with television norms and causing a halo effect opportunity for advertisers. Among the highlights, brands are seeing double-digit lifts across emotional engagement, integration recall, and brand recall.

“Competition reality has had several moments,” Karen Kovacs, president of advertising and partnerships at NBCU, told ADWEEK.

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