Married at First Sight has made a sizeable audience gain on its second night, overtaking Ten's I'm A Celebrity and gaining ground on Seven's My Kitchen Rules – an early sign that Nine's revamped social experiment is winning over fans.
The show attracted an audience of 927,000 across Australia's five capital cities, which placed it behind My Kitchen Rules (1.19 million) and ahead of I'm a Celebrity (819,000).
Yesterday, MKR attracted an average audience of 1.31 million, I'm A Celebrity drew 959,000 metro viewers and Married At First Sight had 820,000.
Although it is early days, Married at First Sight had greater social media traffic than its prime time rivals for a second night in a row, which indicates the show is creating noise.
Last night featured the heavily promoted "Australia's fussiest man" Michael paired up with aspiring author Scarlett, which may have hooked curious viewers.
Importantly for Nine, the second episode attracted more viewers across key demos than the season launch, with 25-54-year-old viewers up 19%, 16-39-year-old viewers up 17% and grocery buyers up 10%.
MKR's TV audience, while still the largest of the night, is down 20% on the same episode in 2016.
MKR's audience dropped off the most in Melbourne with viewers switching over to Married at First Sight, while I'm A Celebrity lost viewers in Sydney.
Seven's primary channel still won the night with a share of 25.7%, followed by Nine (18.2%) and Ten (14.9%).
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