MIPCOM: Twitter's Kay Madati Touts 'Love Island's' Social Media Success

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Kay Madati

Madati brought out ITV exec Bhav Chandrani, who said social engagement boosted brand partnerships and helped lead to a double dose of the series next year.

Love Island was arguably the biggest British show of the year, and Twitter's Kay Madati talked up how the social media app helped drive droves of viewers to the romance reality show.

Madati, global vp and head of content partnerships at Twitter, was joined by Bhav Chandrani, the head of partnerships for the U.K.'s ITV, who talked up the network's juggernaut of a dating show. Chandrani said that advertisers are drawn to partner with the show because Twitter allows an unprecedented amount of information on users' reactions and emotions and drives further brand engagement.

“Brands have been desperate to be involved in the show, to an unprecedented level,” he said. Nine commercial partnerships have been the result. “We can see how people think and feel and we use it to shape our comms.”

As part of their strategy to drive viewers to the linear broadcast, ITV created daily “First Look” teasers of 90 seconds and the data shows how it plays out. “That has seen incredible numbers that is driving viewers directory to the live show that evening," said Chandrani.

The Twitter chatter helped propel the show to record ratings and as a result the network has added a second edition next year, and will air both a summer and winter series in 2020.

Madati emphasized that Twitter's goal “is not moving eyeballs from one place to the next, it's to make a new experience around the content.” He also trotted out a case study of the company's biggest successes over the last year, including the final season of Game of Thrones.

It partnered with HBO to create Twitter-only content and worked with The Ringer to create an after-the-episode talk show, which saw over 100 million people tweeting after each episode.

With unique content, broadcasters can “extend their audience reach to the multiplatform world and make money doing it,” said Madati. “Being able to package these content experiences and go out to advertisers who are excited to be able to follow the conversation is an opportunity.”

Added Chandrani: “Viewer behavior is changing and people are interacting with content in different ways. We have to be responsive to that. We have no choice in order to survive.”