Love Island may have not been a ratings success, but its younger viewers are arguably more valuable to the network than those who'd watch NCIS reruns instead, according to Josef Adalian. "Reaching non-traditional CBS viewers is no small thing, particularly in the weeks leading up the fall season when broadcast networks charge the most for advertising and launch the bulk of their new shows," says Adalian. "Love Island lets CBS sell freshman series such as The Unicorn and Evil to potential viewers who’d otherwise might not even know these shows existed. It’s not a game-changer, but in the age of Too Much TV, even the slightest advantage helps." Adalian argues that Love Island was also a success for elevating the reality TV genre.