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ITV is likely to have made about £77m in ad revenue from this year’s Love Island, according to industry estimates.

Media agency sources told ±±¾©Èü³µpk10 the broadcaster charged around 10 times more for spot ads during Love Island than the average price for that slot on ITV2, as a result of the higher ratings the show attracted.

Across 42 episodes, viewers averaged 5.7 million per episode on all devices, up 600,000 viewers year on year.

Thirty-second spots during the main show are estimated to have cost around £45,000, up from around £4,000 for a general spot on ITV2 between 9-10pm.

Media buyers estimate ITV took £59m in spot revenue for Love Island, £2m for Love Island: Unseen Bits and £3m for Love Island: Aftersun. The two latter shows are weekly spin-offs that air on Saturday and Sunday respectively.

To put this in perspective, ITV is thought to have made around £20m from spot airtime during its schedule stalwart Coronation Street across the same period (30-second spots cost around £35,000, with six episodes of the show a week).

ITV chief executive Carolyn McCall told investors last month that Love Island’s commercial success was driven by a further £8m in "incremental" revenue from commercial partnerships.

The partnership revenue was from a range of brands including Fenty, Superdrug, Samsung, Ministry of Sound and Superdrug. In addition, Uber Eats’ headline sponsorship of the show was worth a reported £5m.

Love Island has also driven strong results for its commercial partners. Online retailer I Saw It First said its week-on-week sales increased by 105% during the final week of the show.

A spokeswoman for ITV declined to comment.