Nine Announces Major Sponsors For Season Eight Of Married At First Sight
The eighth season of Nine’s Married At First Sight premieres on Monday 22 February. B&T spoke to Nine’s Director of Powered, Liana Dubois and Head of Content Production and Development, Adrian Swift about the hit social experiment show’s sponsors for 2021.
This year’s sponsors see long-time partners of the show like KFC, Suzuki, BUPA, Youfoodz, LION and Tradie return once more. Dubois told B&T that sponors keep coming to Married At First Sight because of the gains it brings for their businesses.
“They recognise that it’s valuable, it’s an investment and it delivers them a return year on year.”
Season eight also brings a number of new sponsors to the show, including Disney+, Specsavers, Snooze, Menulog and MyPayNow. Dubois believes that the unqiue format of Married at First Sight gives it a unique appeal for sponsors.
It is “a show about love, but really, it’s a show about human stories. For brands who are looking to connect with those humans, they can find authentic and natural ways to weave their brand messaging in and around the content.”
The show’s popularity on BVOD, streaming and catch-up is also significant in terms of the audiences that brands can reach.
“The scale of the audience gives them a great platform to be really creative and use the natural engagement that the format has with viewers.”
“When you can find the match – pun intended – between [a brand] and a piece of content that is fundamentally about human connection and human stories, it’s a really powerful place for brands to be.”
Kristi Woolrych, CMO of KFC Australia said in a press release that, “now in our fifth consecutive year partnering with MAFS, you could say we’re the longest-lasting couple from the show.”
“Our campaign focuses on living in the moment without judgement and from the looks of the MAFS preview, we feel this is the perfect fit.”
The fact that the show is on its eigth season is a mark of success: for advertisers, it’s a proven format, particularly given the show’s popularity on digital platforms like 9NOW.
“The format is secure and safe because it’s proven. We work very closely with out partners to ensure it is effective and impactful for them,” Dubois explained.
Head of Content Production and Development Adrien Swift added that, “the reason why it’s so easy to work with sponsors is because MAFS engages audiences.”
“It’s not just a broadcast proposition, it’s a digital proposition of massive proportions…people interact with it on a very fundamental level wherever they watch.”
New sponsor Disney+ will launch their new brand ‘Star’ to coincide with MAFS, and Specsavers will launch an integrated TVC set at a wedding.
Youfoodz will have full in-show integration, while Snooze has taken full broadcast sponsorship. As part of its broadcast sponsorship, Australian brand Tradie will supply underwear and body products in the apartments participants of the show live in as part.
LION returns as the official alcohol supplier of the show, while Suzuki returns as the official auto sponsor.
Menulog will digitally sponsoring the fan-favourite Martha’s Red Wine Moments content series, while MyPayNow are running their first TV campaign with a broadcast sponsorship to promote new mascot Slothy.
Lotterywest and RAC are the show’s local sponsorships from Perth, while Estée Lauder and eBay have taken digital-only sponsorships.
Dubois feels that, fundamentally, MAFS provides something for advertisers that other reality programs don’t.
“There is only one Married At First Sight. It is unique – the way in which we cast, the way in which we tell human stories and, therefore, the opportunities we create for advertisers is without peer.”
MAFS airs Monday 22nd February at 7.30 AEDT.
Please login with linkedin to comment
Married at First SightLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.