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Australia's undisputed leader in entertainment & biggest marketing platform

Married at First Sight is Australia’s biggest guilty pleasure and most talked about social experiment on Channel 9 and 9Now.

In the quest to find the love of their lives, some of Australia’s most attractive and adventurous singles hand the keys to their heart to relationship experts John Aiken, Mel Schilling, and clinical sexologist Alessandra Rampolla. A quest to prove if science really can predict true love and long-lasting romance.

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

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people

Over 1 in 3 episodes
hit a Total TV audience of +2 million across the season

television

MAFS finale was No.1
non-sport program for 2022 for all key demos & total people

MAFS consistently delivers incredible cross-platform results, making it the perfect vehicle to drive consumer outcomes.

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OVERNIGHT

1.289 Million 

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TIMESHIFT

152,000

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BVOD

544,000

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TOTAL TV

1,985,000

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UPLIFT ON OVERNIGHT

54%

Source: OzTAM Metro + Regional TAM, 31 Jan - 4 Apr 2022, "MARRIED AT FIRST SIGHT" excl encores (Nine + Content Affiliates), Total People, AUD, Overnight + Time Shift 7 data (at 8 Apr 2022); OzTAM Live + VOD VPM, Rolling Cume, Married At First Sight Season 9, 31/01/2022 - 31/03/2022, includes coviewing on connected tv devices. Top Programs Source: OzTAM Metro + Regional TAM, 01 Jan – 07 Apr 2022, excludes “encore” “rpt” “(R)”, CFTA Primary and Multi Channels + Content Affiliates, Total People / Ppl 25-54 / Ppl 16-39 / GS+CH, consolidated 7 data (at 08 Apr 2022). OzTAM Metro (5 City Metro) + Regional TAM (Combined Agg Mkts), "MARRIED AT FIRST SIGHT" (31 Jan - 4 April 2022) excludes encores/RPT/presentation, Total People, Overnight + TS28 data (as at 13 Apr 2022).

Experts

Brands are wedded to MAFS for all the right reasons

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.

MAFSTalent

Let's take a look at how MenuLog used Martha's Wine Moments to realise their marketing dreams

Challenge 

MenuLog wanted to increase consideration for their brand during engaging reality TV moments. Integration was a key deliverable for the partnership, including product placement and talent verbals.

Solution

Nine proactively approached MenuLog with the Martha's Wine Moment series, including bespoke integration opportunities tailored to MenuLog which was a key deliverable for the client. Nine worked closely with editorial to include product placement, integration moments and talent verbals throughout the series.

Results

MenuLog successfully leveraged its Married at First Sight partnership through clear campaign messaging and creative integration.

This ensured viewers were highly engaged, and resulted in Brand Consideration increasing by 5% pts.

Source: Gemba Brand Health Study Married at First Sight 2021

Find out how Australia watched Married at First Sight tie the knot with Specsavers

In a new series from Powered by Nine, we unpack 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.

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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.

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14% increase

Awareness of Specsavers free eye test increased 14% pts (56% to 70%)

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4% increase

Consideration increased 4% pts vs. pre-wave and 7% pts vs. non-viewers of MAFS

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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

It's time for your brand to say 'I do' to BIG ideas

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.

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