A new season of Australia's No.1 television series will return with a whole lot of love in 2025
Australia’s favourite social experiment, Married at First Sight, returned for its most polarising season of next-level drama. More
Season 11 of MAFS pushed the limits on everything viewers thought they knew about the series. There were even more heart-pounding romance and highly addictive drama with twists, turns and shocks.
Bringing a fresh take on the series, this year viewers witnessed one of the most diverse cast of brides and grooms say I do, including our oldest ever participant, and a same sex couple.
To find out what your brand can achieve with a Married at First Sight partnership, request a tailored response to help realise your marketing objectives.
Married at First Sight is a cross-platform juggernaut
Over 2 in 5 episodes
hit a Total TV audience of +2 million across the season
MAFS finale was the No.1
non-sport program for 2023 for all key demos & Total People
MAFS consistently delivers incredible cross-platform results, making it the perfect vehicle to drive consumer outcomes.
OVERNIGHT
1.178 Million
TIMESHIFT
128,000
BVOD
680,000
TOTAL TV
1,985,000
UPLIFT ON OVERNIGHT
68.5%
Source: OzTAM (5 City) (Regional Combined Panel) Network 9, 2023 YTD, Married at First Sight, Excl Encore, Total People, Average Audience (Projection). OzTAM LIVE + VOD VPM, Rolling 7, Married at First Sight, 30/01/2023 - 10/04/2023, includes co-viewing on connected TV devices. OzTAM (5 City) Network 9, 2023 YTD, Married at First Sight – The Final Dinner Party, Married at First Sight – Finale, Excl Encore, Total People, P 25+, P 25-54, P 40+, Average Audience (Projection). OzTAM LIVE + VOD VPM, Rolling 7, Married at First Sight, 30/1/2023 – 10/4/2023, includes co-viewing on connected TV devices.
Married at First Sight is a green flag for your brand
Married at First Sight is unlike any other program. Audiences hang off every second of the show and engage with it across multiple platforms. From broadcast, to digital through to the participants socials and beyond. Audiences are hooked and brands that have truly recognised this value, have wedded to MAFS for all the right reasons.
We know MAFS is an effective platform to deliver truly incredible, measurable results for brands. And we know Nine can deliver a compelling solution for your brand across the powerhouse of the entire MAFS ecosystem.
No matter the category, no matter the business goal, MAFS has something to deliver your brand REAL results. No idea is too big.
With a commitment to growth, MAFS Season 10 thrived in a digital world
Aussies love to binge MAFS via 9Now
Recording over 1.8 Billion minutes viewed
BVOD viewing reaches the demos you need most
65% of minutes viewed by People 25-54
All the hot topics unpacked on the MAFS site
5 Million unique visitors engaged with the MAFS site, driving 31.3 Million page views
Source: OzTAM LIVE + VOD VPM, Rolling 7, Married at First Sight, 30/01/2023 - 10/04/2023, includes co-viewing on connected TV devices.Triton Webmetrics, Jan 1 2023- May 31 2023.Adobe Analytics, BusScope – Network – Shows|Married at First Sight, 30/01/2023 – 10/04/2023, unique visitors, visits, page views.
In our ears and in our hearts, MAFS is there for audiences no matter where they choose to engage
Hosted by Married At First Sight experts, certified sexologist Alessandra Rampolla and relationship expert John Aiken, the Official MAFS Podcast will be released every Sunday night following the Commitment Ceremony discussing the week's biggest themes.
Fuelled by unmissable moments and culture shifting conversations, each podcast episode will dive deeper into the week’s most burning relationship issues, recognising that everyday Australian couples experience the same challenges and tension as the contestants.
Find out how Australia watched Married at First Sight tie the knot with Specsavers
Powered by Nine unpacks a range of topics on the minds of marketers. In episode two of Powered Unpacked, we spoke to Shaun Briggs, Head of Marketing Planning at Specsavers, and discovered how the brand kick-started life after COVID through a powerful integrated and creative partnership with Married at First Sight.
Shaun Briggs (Head of Media, Specsavers) said Nine were ‘really easy’ to work with alongside AJF. They (Powered) got there super quick to nail the creative direction, and allowed us to enter into production super fast. The end result saw website traffic +7%, an upside in organic search, and a really strong result from topline sales across +400 stores in Australia and New Zealand.
14% increase
Awareness of Specsavers free eye test increased 14% pts (56% to 70%)
4% increase
Consideration increased 4% pts vs. pre-wave and 7% pts vs. non-viewers of MAFS
9% increase
Perceptions of
Quality and Trust increased by
9% pts and 5% pts, respectively
Source: Gemba Brand Health Study Married at First Sight 2021