[tellyblues]

But why does it not feel as omnipresent as Love Island did at its peak? It felt so much bigger and inescapable....which was why so many people got such a weird chip on their shoulder about it.

People get annoyed with Love Island because its success is mainly down to people having hardly any clothes on, which is not something looked favourably upon in society nor is the celebration of it. The Big Brother equivalent would be contestants fighting all the time and that isn't an acceptable form of entertainment either.

Love Island is down on numbers as well as general buzz but there are just a few months between each series now. It's complete overkill which does the show no favours. BB has only just returned so no surprise that people are more excited about that. It's said to be doing well for ITV but given LI's self-inflicted decline and also factoring in that the bar for what is considered a success these days is too low (IMO), the success of this series of BB is perhaps being overestimated.