They will air across TV channels including Sky Sports, Bravo, Setanta Sports and MTV. The TV spots will go live for two weeks in the UK, with media planning and buying carried out by Initiative.

In a bid to help members find love in the six months leading up to Valentine’s Day, the 10 second and 30 second spots will go live for four weeks from 17 August. The series of adverts have been created by Hanft Raboy & Partners and will air across channels including Sky Sports, Bravo, Setanta Sports and MTV with planning and buying by Initiative.

Jason Stockwood, match.com's managing director says: "This campaign illustrates the fact that online dating is now a very popular choice for women. Over 4.6 million people sign up to match.com in the UK alone to date marking, categorically, that online dating is now the new natural way to find love."

The new ads will be used to complement match.com's existing "Don't Wait for Cupid and Fate" campaign.

This latest TV marketing campaign for Match.com follows a strong start to the year for the world’s biggest online dating service.

In the first half of 2008, the site recorded seven of its busiest days ever and this Summer’s tactical ad buy will see additional marketing investment to the existing multimillion pound budgets to capitalise on the growing popularity of finding love online.