ITV‘s decision to kick Love Island: All Stars into its main channel schedule failed to reap rewards, with just 1M tuning in to the opener last night on ITV 1 and a further 500,000 on ITV 2.
A share of less than 12% of overall viewers watched the new spin-off, which is seeing the return of Love Island favorites from down the years including Liberty Poole, Georgia Steel and Chris Taylor, who recently starred in Barbie.
As with previous winter editions, All Stars is hosted in South Africa. Even though last year’s winter edition started on ITV 2, it was only 100,000 viewers behind last night’s showing across both channels. The previous Love Island summer kicked off on ITV 2 to 1.3M in June, according to Barb data supplied by overnights.tv.
All Stars was handed the plum 9 p.m. GMT (1 p.m. PT) to 10.30 p.m. GMT slot on ITV 1 but was miles behind BBC One’s Silent Witness.
More tellingly, it couldn’t match a repeat of 24 Hours in Police Custody on Channel 4, which beat it by 200,000.
ITV adopted the same approach with Big Brother. Earlier this year, the revival, kicked off on ITV 1 before moving to ITV 2 for the remainder of the series. It started with 2.5M before averaging out just below the 1M mark.
Love Island: All Stars continues tonight and for the next five weeks.
Gregory Daniels is your guide to the latest trends, viral sensations, and internet phenomena. With a finger on the pulse of digital culture, he explores what’s trending across social media and pop culture. Gregory enjoys staying ahead of the curve and sharing emerging trends with his readers.
