What The 87% think of The Celebrity Traitors

What is the 87%?

This number refers to the amount of the UK population that lives outside London. We are fascinated by how lifestyles and attitudes differ from place to place throughout the country, so shining a light on the 87% is our way of demonstrating fresh ways for brands to connect with audiences.

This week’s edition looks at how the nation has reacted to The Celebrity Traitors, and there are some interesting findings…

Interest is growing…

Overall interest in The Celebrity Traitors is growing - probably no great surprise there. With so much of us now opting for non linear viewing - appointment TV outside of sport offers a rare indicator of regional differences and similarities.

From 9.8k total pieces of content on the opening night (8th October), we saw a 

43% increase in volume to 14k pieces of content on the 15th October - quickly gathering momentum.

Original posts increased by 43% and engagements to posts by 46% as the nation developed Celebrity Traitor fever.

Points of similarity

Our report revealed that a key area of similarity is slightly higher male engagement in both the North and South, with the 19-29 demographic unsurprisingly being the most engaged with the show.

Points of difference

But it seems that Londoners aren’t just watching for the duplicitous pleasure. The data shows that while TV is a top interest in the capital, films, writing, producing, and reading all feature.

Could it be that Londoners are, in fact, armchair critics and are analysing the production value of the show instead of simply enjoying the drama? We think so. Londoners watch Celebrity Traitors with a more critical lens, which is reflected in a lower sentiment score, too.

As far as Celebrity Traitors UK is concerned, you’re much more likely to feel positively towards the show if you live in a rural area as opposed to a city. Perhaps it’s an affinity with all the outdoor challenges and leafy greenness?

Of cities with higher responses, Newcastle has proven to be the most negative at 42.5%, while Swansea wins the crown for being the most positive place, with nearly half of their content reflecting more cheerful sentiment.

When developing regional campaigns, understanding the emotional drivers in each area can give you a compelling competitive advantage.

Northern content gets more likes

We removed posts from celebrities themselves as well as newspapers to see which was driving the most engagement with “Jo Public’’.

Some of the most engaging and liked content came from outside of London, with those from Northern cities delivering 151 likes per user - 50% more than their friends in the big smoke.

Read the full report

With just one week to go until the thrilling final, will the 87% continue to enjoy the twists and turns and engage positively on social channels, while Londoners continue to critique and analyse? Only time will tell.

While Claudia may regularly ask the Faithfuls ‘What are you not seeing?’, you can be sure that we’re seeing all with our insight capabilities.

To read the full report, simply click here.

To discuss how insights can help your business, contact ted@democracypr.com or call 0161 881 5941.