Rob McKnight

It's probably one of the most profitable parts of the business.

So for anyone thinking that Married at First Sight might change its tone or they might play with the format, you better think again.

And it's interesting.

I do think people have stopped caring about people finding real love.

It is almost a pantomime.

It is about the drama.

So, look, there might be a little bit of fatigue.

but nothing that Nine would be worried about.

Yeah, it's an interesting one because there's no other show as big as Married at First Sight.

So will those brands think that they're getting brand damage by association?

I'd argue that they're not.

I'd argue that, yeah, they're promoting their products to a large audience.

I don't think anyone's saying, oh, when they're thinking Married at First Sight, they're thinking Coles or Woolworths are sponsors of that program.

what they're doing is during Married at First Sight, they're seeing those brands being advertised.

So I think at this stage, those brands would be hesitant to boycott the show unless there was some major scandal.

Scandal can change everything.

Everything I'm saying right now can turn on its head if there was some... Let's go to an extreme.

If someone was murdered on the show...

then yes, brands would absolutely leave the show.

That would be the end of the show.