Married At First Sight viewers have hit out at something that has popped up multiple times during the 2026 season.
While the Channel 9 show has plenty of ad breaks, audiences are also hit over the head with product placements from the contestants during the actual episodes.
There have been subtle and blatant shots of products such as Pantene, Liquid IV, KFC and Chemist Warehouse so far.
The scenes are passed off as normal, like MAFS bride Bec Zacharia recently telling her husband, Danny Hewitt, she just picked up a handful of items at the pharmacy giant.
PR expert Nicole Reaney told Yahoo Lifestyle product placements now feel more “staged” than ever, but there’s a reason why it’s happening on a show like MAFS.
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“With traditional advertising it’s ‘one and done’ and people can easily turn away,” she said.
“When it’s integrated into a show you have a more captive audience and they are also seeing how the product is used.
“Especially as a season develops, the audience becomes attached to the cast and they almost act as ambassadors.”
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How much does product placement cost?
On the most recent episode, the Channel 9 show pulled in more than 2.9 million viewers. The season peaked late last month at 3.54 million.
That’s a huge audience, and one that will most likely be paying attention rather than running to the loo or making food during the ad break.
Buying just a few seconds of product placement on a show with that many people isn’t cheap.
Nicole, who is the founder and CEO of Inside Out, estimated it can cost “$500,000 and into the millions” for higher profile shows.
Nicole Reaney said the product placement used to be much more subtle, but these days it’s becoming a lot more staged. Source: InsideOutPR/Channel 9
But does it actually work?
Morning Brew claims product placement is a $23 billion business that’s only getting bigger.
One of the more famous examples was beer brand Heineken paying $45 million to have Daniel Craig’s James Bond drink their beverage instead of his martini in 2012’s Skyfall for a second or two, according to The Guardian.
Another example was General Motors claiming there was a 90 per cent increase in purchase consideration for Buick after Reece Witherspoon’s character drove one of their cars in Big Little Lies.
Multiple studies have also found it to be very effective in creating more brand awareness.
“Branded products placed in movies are more adaptable than commercials and can influence potential purchase behaviour by providing a sense of realism to the movie experience,” a 2024 meta-analysis stated.
“This in turn creates a stronger effect on the selection of brands of established products in comparison with independent advertisements.”
A 2006 survey found product placement can boost brand recognition by 20 percent.
While it might be affective, Aussie audiences aren’t happy about it
On Monday night’s episode of MAFS, viewers were treated to that scene of Bec with the goodies from Chemist Warehouse.
Only minutes later, another couple, Steven Danyluk and Rachel Gilmore, excitedly announced they would get some KFC for their road trip.
It left an awkward taste in many viewers’ mouths, with some calling it so “blatant” that it’s bordering on “cringey”.
“I didn’t see any, then Bec went to the store and there was a huge bag of electrolytes on the counter. It was weird,” one said.
“It’s like they got to that episode and realised they hadn’t filled ANY of their contractual obligations for product placement. I was also waiting for Bec to turn to the camera and say she uses Pantene ProV for shiny hair,” added another.
“Look at that product placement. Shameless,” wrote a third.
“Omg the product placement was out of control last night,” commented a fourth.
Is is risky advertising on a show like Married At First Sight?
Married At First Sight is well known for its drama.
It’s basically the reason people tune in each night, as they get to see a bunch of people from across the country yell horrible obscenities at their partners and other couples.
It begs the question of whether brands would want to be associated with the show and the people within it.
One viewer said they “wanted zero products that Bec and Gia have touched”.
They are two of the most controversial brides this season and the comment highlighted how aligning with the wrong person on MAFS could backfire.
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The recently-cancelled Kyle and Jackie O Show is a good example of how crass content can see advertisers run for the hills.
The KIIS FM radio show was also targeted by activist group Mad F*****g Witches, who ran a successful campaign to convince brands not to partner with the divisive program.
But Nicole Reaney told Yahoo Lifestyle that MAFS is different to something like the Kyle and Jackie O Show.
“Morning radio is typically family time and there’s unpredictability in what will air and whether it’s suitable for those who may be listening,” Nicole said.
“With MAFS, people know what they are getting and it’s generally reserved for an older audience.”
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