Exclusive: Brands couple up with "Love Island USA"
Add Axios as your preferred source to
see more of our stories on Google.
Olandria Carthen during Season 7 of "Love Island USA." Photo: Ben Symons/Peacock via Getty Images
NBCUniversal has turned "Love Island USA" into one of its most powerful advertising franchises with 21 brand partners and counting signed on for the show's eighth season.
Why it matters: The advertiser demand reflects the value of fandom as brands look to connect with audiences that tune in live and generate conversation online and in-person.
By the numbers: The eighth season, which premieres Tuesday, is on track to become the franchise's biggest revenue-driving season, NBCUniversal's president of advertising and partnerships Karen Kovacs tells Axios.
- Ad sales investment across "Love Island USA" and spinoff show "Beyond the Villa" is up 73% compared with last season, according to NBCUniversal as previously reported by the Wall Street Journal.
- Six of the seven integrated sponsors this season are returning from last season, Kovacs says.
- Last season ranked as the top overall streaming series, top reality streaming series and top streaming series among Gen Z audiences based on ad-supported viewing during its run, per Nielsen.
Zoom in: CeraVe, Coffee mate, Maybelline New York, Motorola and Poppi will be integrated directly into the villa — the resort home where contestants live together — this season.
- Cuervo tequila is sponsoring a segment of the companion show, "Love Island USA Aftersun."
- Hellmann's, M&M's, Nescafé, Smirnoff Ice and Tropical Smoothie Cafe are creating custom ads featuring franchise talent including Jeremiah Brown, Hannah Fields and Iris Kendall.
- CeraVe, Coffee mate and Maybelline are sponsoring preview clips. CeraVe and Maybelline are also part of the official app.
- Several brands, including Matrix Professional Hair Care and Poppi, are creating licensed collaborations and fan activations.
Zoom out: "Love Island USA" has become one of Peacock's biggest hits at a critical time for the streaming industry.
- Media companies are under pressure to prove profitability for streaming. NBCUniversal parent Comcast reported a $432 million loss for Peacock for the first quarter of 2026, compared with $215 million a year ago.
- Part of the appeal of "Love Island USA" for both viewers and advertisers is that its release schedule creates appointment viewing and drives constant conversation.
- "It's airing six days a week for seven weeks, so that level of fandom is incredibly powerful for brands," Kovacs says. "Outside of sports — when you think about the excitement for the NBA playoffs — it's an unscripted entertainment fanatic's dream."
What to watch: Nearly 1,500 advertisers aligned with the franchise last season, Kovacs says.
- As this season unfolds, Kovacs says she expects additional demand from programmatic buyers and other advertisers.
