MAFS sponsors in happy union with Nine for new season

Nine has named the major brands joining Australia’s favourite reality show Married at First Sight.

DoorDash, Tim Tam, Buddybet and Simmonds Homes all join returning brands KFC, Snooze, Suzuki, Youfoodz and Bupa as sponsors for the 2022 season.

The ninth season of Married at First Sight (MAFS) launched on Monday with 1.319m nationally (linear and BVOD) tuning in.

The series has consistently dominated its competitors in the key advertising demographics of 25-54s and for its premiere episode on Monday, it drew 443,000 across the 5 City Metro compared with 250,000 for Australian Survivor and 141,000 for The Voice: Generations.

“Brands know the power of Married at First Sight and how it is a unique property in the Australian TV landscape,” said Sarah Stewart, director of content partnerships and client experience, Nine. “Each year it is the show which captures the national watercooler conversation across both linear TV and digital, and 2022 will be no different which is why are so pleased to see such great brands – both returning and new – leveraging the opportunity around the show.”

“In recent years we have seen brands work with Powered (Nine’s marketing solutions team) to come up with some really clever and incisive executions which have seen them capitalise on the power of the Married franchise and this year is no exception.”

This year sees longstanding sponsor KFC return for a sixth season with creative built around the “Fried Side of Life” brand messaging through commercials and billboard creatives.

Snooze is also returning with a campaign built around their “A good night’s sleep makes for a great day” narrative.

Suzuki is returning as the official auto sponsor supplying cars for the dinner party arrivals throughout the season with full broadcast & digital sponsorship with billboards. Youfoodz returns providing their range of meals to the participants throughout the season and branded playouts that will drive to MAFS social platforms in and around the weekly MAFS Dinner Parties.

Among the new sponsorships are DoorDash who will join the MAFS family this year with integrated delivery moments featuring their app throughout the series highlighting their delivery offering across grocery, dessert, fast food and beverages.

The Arnott’s Group will provide their delicious Tim Tam products for our Participants to enjoy throughout the season. Tim Tam are also aligning with a bespoke integrated moment later in
the series that aligns to their campaign’s “wish” messaging. The campaign will see Tim Tam help grant a wish for one lucky participant.

Social Entertainment Platform Buddybet will sponsor the Viewer’s Poll on Married at First Sight and have advertising around the show.

Simmonds Homes has taken out national sponsorships across linear TV and digital while Kia, Pharmacare and Brighte all have digital sponsorships.


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