{"id":351950,"date":"2026-03-28T08:29:21","date_gmt":"2026-03-28T08:29:21","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/351950\/"},"modified":"2026-03-28T08:29:21","modified_gmt":"2026-03-28T08:29:21","slug":"shameless-mafs-issue-exposed-as-viewers-call-out-cringey-part-of-channel-9-show","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/351950\/","title":{"rendered":"‘Shameless’ MAFS issue exposed as viewers call out ‘cringey’ part of Channel 9 show"},"content":{"rendered":"

Married At First Sight<\/a> viewers have hit out at something that has popped up multiple times during the 2026 season.<\/p>\n

While the Channel 9 show<\/a> has plenty of ad breaks, audiences are also hit over the head with product placements from the contestants during the actual episodes.<\/p>\n

There have been subtle and blatant shots of products such as Pantene, Liquid IV, KFC<\/a> and Chemist Warehouse<\/a> so far.<\/p>\n

The scenes are passed off as normal, like MAFS bride <\/a>Bec Zacharia recently telling her husband, Danny Hewitt, she just picked up a handful of items at the pharmacy giant.<\/p>\n

PR expert Nicole Reaney told Yahoo Lifestyle product placements now feel more \u201cstaged\u201d than ever, but there’s a reason why it’s happening on a show like MAFS.<\/p>\n

RELATED:<\/p>\n

“With traditional advertising it\u2019s \u2018one and done\u2019 and people can easily turn away,” she said.<\/p>\n

\u201cWhen it\u2019s integrated into a show you have a more captive audience and they are also seeing how the product is used.<\/p>\n

“Especially as a season develops, the audience becomes attached to the cast and they almost act as ambassadors.\u201d<\/p>\n

Do you have a story to share? Contact au.lifestyle.ent@yahooinc.com<\/a><\/p>\n

How much does product placement cost?<\/p>\n

On the most recent episode, the Channel 9 show pulled in more than 2.9 million viewers<\/a>. The season peaked late last month at 3.54 million<\/a>.<\/p>\n

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.<\/p>\n

Buying just a few seconds of product placement on a show with that many people isn’t cheap.<\/p>\n

Nicole, who is the founder and CEO of Inside Out, estimated it can cost \u201c$500,000 and into the millions” for higher profile shows.<\/p>\n

\"Nicole<\/p>\n

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<\/p>\n

But does it actually work?<\/p>\n

Morning Brew<\/a> claims product placement is a $23 billion business that’s only getting bigger.<\/p>\n

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<\/a>.<\/p>\n

Another example was General Motors claiming<\/a> 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.<\/p>\n

Multiple studies have also found it to be very effective in creating more brand awareness.<\/p>\n

“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<\/a>.<\/p>\n

“This in turn creates a stronger effect on the selection of brands of established products in comparison with independent advertisements.”<\/p>\n

A 2006 survey<\/a> found product placement can boost brand recognition by 20 percent.<\/p>\n

While it might be affective, Aussie audiences aren’t happy about it<\/p>\n

On Monday night’s episode of MAFS, viewers were treated to that scene of Bec with the goodies from Chemist Warehouse.<\/p>\n

Only minutes later, another couple, Steven Danyluk and Rachel Gilmore, excitedly announced they would get some KFC for their road trip.<\/p>\n

It left an awkward taste in many viewers’ mouths, with some calling it so “blatant” that it’s bordering on “cringey”.<\/p>\n

“I didn\u2019t see any, then Bec went to the store and there was a huge bag of electrolytes on the counter. It was weird,\u201d one said.<\/p>\n

\u201cIt’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.<\/p>\n

“Look at that product placement. Shameless,” wrote a third.<\/p>\n

\u201cOmg the product placement was out of control last night,” commented a fourth.<\/p>\n

Is is risky advertising on a show like Married At First Sight?<\/p>\n

Married At First Sight is well known for its drama.<\/p>\n

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.<\/p>\n

It begs the question of whether brands would want to be associated with the show and the people within it.<\/p>\n

One viewer said they “wanted zero products that Bec and Gia have touched”.<\/p>\n

They are two of the most controversial brides this season and the comment highlighted how aligning with the wrong person on MAFS could backfire.<\/p>\n

SHOP:<\/p>\n

The recently-cancelled Kyle and Jackie O Show<\/a> is a good example of how crass content can see advertisers run for the hills.<\/p>\n

The KIIS FM radio show was also targeted by activist group Mad F*****g Witches, who ran a successful campaign<\/a> to convince brands not to partner with the divisive program.<\/p>\n

But Nicole Reaney told Yahoo Lifestyle that MAFS is different to something like the Kyle and Jackie O Show.<\/p>\n

\u201cMorning radio is typically family time and there\u2019s unpredictability in what will air and whether it\u2019s suitable for those who may be listening,\u201d Nicole said.<\/p>\n

\u201cWith MAFS, people know what they are getting and it\u2019s generally reserved for an older audience.\u201d<\/p>\n

Want the latest lifestyle and entertainment news? Make sure to follow us on Facebook<\/a>, Instagram, <\/a>and TikTok<\/a>. <\/p>\n