When looking at share of engagement across network, program and talent, over 62 per cent of social interactions was with MAFS talent accounts, which is more than double the share of engagement when comparing the average across other reality series programming for talent at 27 per cent.

Nine’s group marketing director Karen Madden said: “We built a social strategy to enable our audience to interact and engage with the show and its participants on our official accounts as a true second screen experience.

“Based on experience from previous years, we proactively worked in partnership with the show participants to curate their content ensuring we could deliver a safe environment by moderating and managing the huge amount of conversation happening across social.

“The growth, engagement and conversation to and from our participants helped drive discussion around the show and audience viewing across Channel 9 and 9Now.”

The below chart ranks the MAFS talent accounts based on total social interactions and highlights that fans couldn’t get enough of Martha, not only generating the most interactions, but also the highest engagement per post.