“We’re Not Just About Married At First Sight”: Nine’s Michael Stephenson

“We’re Not Just About Married At First Sight”: Nine’s Michael Stephenson

Having wrapped up the fourth season of Married at First Sight last night to a record audience figure of 1.39 million (according to OzTAM), Nine’s chief sales officer, Michael Stephenson, admits the flagship dating program did much better than expected, but the TV network is not prepared to rest on its laurels.

Speaking to B&T, Stephenson said Married at First Sight has surpassed all expectations, both in terms of the audience that it’s delivered on air and in catch-up.

For a show to average nearly two million viewers across the country last night, nearly 1.4 million viewers in the metro markets, but importantly 720,000 viewers in the 25 to 54 age bracket, is a breakaway success,” he said.

“We had a plan to deliver 25 to 54-year-olds and growth in the thousands within the audience that we could in that time slot, and Married at First Sight has done all of that and more.

“I think we always felt confident that it would deliver a strong female audience, and we saw that in the first couple of series when it was up against [Seven’s] MKR – that it had this ability to take and aggregate a younger female audience, and that’s what it has proven to have done this year.”

Nine is already advertising another romance reality TV program off the back of Married at First Sight.

Set on a tropical island, The Last Resort features five long-term couples who take part in an experiment to try and save their troubled relationships, with the help of experts.

However, Stephenson insists the network isn’t getting bogged down in romance reality TV.

“We’re not just about Married at First Sight and The Last Resort. What we’re about is really great Australian content, and Married at First Sight is the first cab off the rank, but there’s still a lot more to come,” he said.

“I think in any schedule, what you’ve got to have is a really great balance. We’re coming out of the back of Married at First Sight and straight into The Voice. That coming in at 7:30pm and being supported by The Last Resort, Love Child and House of Bond, in addition to the rest of our schedule, gives media buyers a great opportunity to have a diverse schedule.”

But with Seven recently canning The X Factor Australia and Ten’s Australian Idol a distant memory, does The Voice risk becoming obsolete?

“With any format, you need to be continually reinventing it, and I think that’s what our content creators have done beautifully over the last six years with The Voice.

“The brand is incredibly strong and beautifully produced. It looks and feels big, and I think that’s one of its core points of differentiation. So, I see there’s definitely longevity in that format.”




Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]