Jason Stockwood, Match.com's managing director, said that men were the first adopters of online dating and at one point accounted for about 70% of the site's users. However, the balance is now on an even split.
The four-week campaign, which breaks on 17 August, is part of a bid to drive male subscribers to the site in the six months leading up to Valentine's Day.
The ads, created by Hanft Raboy and Partners, will air across male-focused channels including Sky Sports, Bravo and MTV, with planning and buying by Initiative.
The company is offering a week's free subscription to those who sign up by 14 September.
Since 2005, 4.6m people have signed up to Match.com in the UK.
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