Brands are continuing to fall in love with Australia’s favourite social experiment, Married at First Sight, with some of the country’s most well-known companies headlining the major new sponsors for the 12th season which began last week on Channel 9 and 9Now. 

As MAFS continues to be a powerhouse that captivates the nation – with the premiere becoming the highest rating launch since 2022 attracting a seven day consolidated Total TV average audience of 2,297,000 million viewers and growing – brands are choosing to kick off the new year leveraging a highly engaged premium audience in what is once again becoming Australia’s most-talked about shows. 

As the series continues to see impressive annual growth, brands are tapping into the power of MAFS to connect with more Australians than any other television program, resulting in high levels of consumer engagement. 

Long term returning sponsors include KFC, which is in its 9th year of sponsoring MAFS, HBF for the 2nd year; Nestle (3 seasons), Stan (4 seasons) and Chemist Warehouse (2 seasons). Youi Insurance (2 seasons), Snooze (3 seasons), Cocobella (2 seasons), Palmer’s Skincare, BIC, Garnier, Maybelline, Simon Curwood Jewellers (2 seasons), Domain (2 seasons), Finder, KenoGO and Snaffle (3 seasons) also continue their sponsorships. 

This season marks a decade since the reality juggernaut first began in 2015, captivating Australia. In 2025, MAFS will bring even more spellbinding outpouring of love and drama as this year’s brides and grooms fast track their relationships, revealing the most honest, raw and vulnerable sides the couples have ever shown to viewers. 

Sarah Stewart, Powered’s Director of Content Partnerships and Client Experience, said: “It is fantastic to again see so many brands align with MAFS and further extend their sponsorships. The audience of Married at First Sight is deeply engaged and research shows brand recall is high.” 

Married at First Sight screens Sundays at 7pm, and Mon-Wed at 7.30pm on Channel 9 and 9Now.

For further information, please contact:
Adrian Motte
Senior Communications Manager – Trade & Publishing
amotte@nine.com.au

Wednesday, February 5, 2025