Despite all the bikinis and oceans of tears, the paradise island show broadcast from the sandy beaches of Fiji, took a 15% share when broadcast against Channel 4's 'Big Brother' at 9pm. The ITV1 show had a 22% share of 16-to-34-year-old women during its hour slot until 10pm.
Sponsored by Bounty, ITV has high hopes for the second series of 'Love Island', which last night saw underwear model Sophie Anderton the only girl not to be partnered up with one of the male contestants, who include the Shane Lynch and Lee Otway, resulting in floods of tears.
Big Brother pulled in a 21% audience share.
Earlier on ITV1, Ant and Dec's new show Poker Face held pulled in 4.8m viewers, or a 23% share, but boosted its audience figure to 5.6m viewers, or a 26% share, from 8.30pm onwards when it was no longer competing with 'EastEnders'.
'EastEnders' pulled in an 8.3m audience taking a 40% share. That figure fell after 9pm as BBC One's 'Only Fools on Horses' took 4.1m, or a 19% share.
The channel that really suffered in last nights ratings battle was Five, drawing in 0.6m at 8pm, with a 3% share for motoring programme 'Fifth Gear' and 0.9m for 'The Baby Mindreader', drawing in a 4% share after 9pm.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.