MAFS S11 increases YOY audience, is runway for LEGO Masters and Olympics: Nine
"The series has set us up for a huge Q2 that will take us from LEGO Masters through to the Olympic and Paralympic Games."
After wrapping up with an explosive reunion episode, Married at First Sight season 11 has increased its year-on-year audience, with the entire series reaching 14.2 million people across total TV.
The latest season saw a Total TV national average audience of 2 million viewers per episode. It recorded a 4% year-on-year increase on total TV, a 1.5% year-on-year increase on broadcast TV, and a 9.6% year-on-year increase on BVOD.
2.545 million viewers were reached on 9Now, providing an incremental reach of 22% to broadcast TV. Almost one-third of the key demographic of 16-39s were reached through 9Now.
Nine's crucial demographic of 25-54s recorded a total TV national average audience of 1.003 million viewers per episode, representing year-on-year growth of 4.3%. On BVOD, the 25-54s audience was up 11% year-on-year.
Hamish Turner, director of 9Now and programming, said MAFS sets the blueprint for how a multi-platform program shows the strength of free to air.
"The series has set us up for a huge Q2 that will take us from LEGO Masters through to the Olympic and Paralympic Games," he said.
The leading media trade publication in Australia.
Get our top stories straight to your inbox daily by signing up to our Newsletter
This season also saw major brands tap into MAFS such as Uber, which promoted its Uber One campaign with integrations that included Uber Ride and Uber Eats throughout the season. HBF also worked with Nine's creative solution division Powered Studios to launch an integrated TVC featuring the HBF quokkas sneaking into a MAFS Commitment Ceremony.
The most notable brand associated with this season was Westpac, which launched its campaign around Valentine's Day through spots on MAFS that saw season 10 couple Duncan and Evelyn share their views on how they approach money and relationships.
The final Married at First Sight reunion recorded a total TV national reach of 2,752,000, a total TV national audience of 1,731,000, and a BVOD audience of 326,000.
