KFC has returned for its 8th consecutive year as a sponsor for the eleventh season of Married At First Sight, alongside Nestle and Stan.
Nine’s launch of the new season on Monday on Nine and 9Now had a total TV national reach of 2,461,000 viewers, a national audience of 1,252,000 and a BVOD audience of 189,000.
With an impressive reach, the network has unveiled the brands sponsoring the new season and tapping into the reality show’s power to connect with Australians.
Uber will promote their Uber One campaign, with integration including Uber Ride and Uber Eats throughout the season, while HBF – working with Nine’s creative solution division Powered Studios – will launch an integrated TVC featuring the HBF quokkas sneaking into a MAFS Commitment Ceremony.
With MAFS providing new opportunities for brand integration, online store Snaffle will amplify its ‘strut’ tagline by sponsoring Viewer Polls that appear as participants strut into Dinner Parties, as well as a social series featuring the best ‘struts’ of the week.
Snooze, Chemist Warehouse and Cocobella will have key billboard placement, while Chery is the official car supplier; Simon Curwood Jewellers is the official ring supplier/jeweller, and Shark Beauty Australia will supply their FlexStyle Air Styling & Drying System.
The new season of MAFS will bring a fresh take on the series with one of the most diverse cast of brides and grooms, a more age diverse mix including our oldest ever participant, and a same sex couple.
Sarah Stewart, Powered’s director of Content Partnerships and Client Experience, said it was “fantastic” to see the different brands align with MAFS as others extended their partnership with bespoke TVC’s to be feature within the series.
“This heeds the vast amount of brand studies conducted by Gemba for our valued partners that ‘TVC’s tailored to align with a sponsorship deliver higher levels of engagement and brand recall’.”
Married at First Sight screens Sundays at 7pm, and Mon-Wed at 7.30pm on Nine and 9Now.