The MAFS Effect: Building Brands with Emotional Resonance
Nine’s Stewart Gurney, Director of Strategy & Effectiveness and Amelia Goode, National Strategy & Effectiveness Manager, unpack the unique power of Married at First Sight as a potent brand-building platform for advertisers. Moving beyond its status as a ratings powerhouse, MAFS fosters deep emotional connections driving significant uplifts in core brand attributes for its partners.
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The Core of Entertainment
MAFS isn’t just entertainment; it heightens the emotions of audiences, creates viral moments that ignite conversation, and drives cultural impact across Australia. Gurney explains the MAFS phenomenon through the “excitation transferral theory” from 1970s psychology, noting how captivated viewers become more receptive to brand messages. Our data shows that brands associated with MAFS are:
28% more likely to be perceived as trusted
72% more likely to be seen as high quality by viewers
Having a 30% average uplift in premium
With an audience of 2.4 million viewers per episode, fostering this deep connection with viewers is invaluable in today's crowded market, to cut through and drive lasting brand loyalty.
The Power of Live
In a media landscape obsessed with reach and cost-efficiency, the true impact of advertising effectiveness can often be overlooked, Gurney explains, reminding brands that the consistent success of MAFS in boosting brand desirability on Nine’s platforms, particularly TV, is due to the power of live content and the show’s strong cultural alignment. Live viewing drives significantly higher emotional resonance and advertising recall, proving that not all content moments are equal.
Goode encourages brands to recognise that MAFS is a phenomenal brand itself, cultivating deep, consistent audience engagement, making it a powerful vehicle for sponsors to be genuinely embraced by a massive audience, rather than just seen. This highlights the fact that cultural relevance and high-quality, integrated campaign execution on platforms like TV are critical for effective advertising.
Tailored, Multi-Format, Long-Term Integration
To truly maximise awareness within the MAFS ecosystem, brands should implement a comprehensive, integrated strategy. This involves tailoring assets for increased emotional resonance and relevance, utilising multiple formats beyond just TVCs (like billboards, which are 22% more noticeable), and committing to year-on-year planning for sustained longevity, which Gurney notes can double key metrics like consideration.
Goode adds that integrating TVCs, in-show products, on-screen graphics, and extending reach into social channels where post-show engagement thrives is crucial for multifaceted awareness.
Secret Recipe Revealed
Top-performing MAFS partners, like KFC, share key best practices for advertisers seeking optimal results. The secret recipe? Consistent and consecutive sponsorship. KFC’s eighth year on MAFS demonstrates how sustained presence builds strong brand association and delivers compounding results.
Goode reinforces again just how crucial tailored content that aligns with audience interests and shows themes is. This bespoke approach consistently outperforms generic content, generating 8% more emotion, 5% more relevance, and 10% more engagement.
The takeaway for advertisers is simple: “Don’t be dull,” says Gurney. Brands must creatively integrate, develop unique content, and consider how their message resonates within the MAFS environment.
Source: Gemba 2025 MAFS wrap up report. TVMAP VOZ Program Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 29/01/2024 – 8/04/2024, 27/01/2025 - 7/04/2025, Average Audience, Married at First Sight Season 11 & 12, Demo’s as Above, Total TV, Consolidated 7.
Connect with us today to learn more about integrating your brand with Married at First Sight in 2026.
