Why Celebrity Traitors reveals we’re a divided nation
I think it’s safe to say that the current series of Celebrity Traitors has created a cultural moment. It’s unusual that we have a time and a place to be in order to avoid seeing spoilers or missing out on the office discussions the following morning.
But while we might think that we’re all tuning in and viewing the unfolding drama with a similar lens, we’d be very much mistaken.
What the nation thinks of this series
It turns out that there’s quite a bit of disparity between attitudes towards this series around the UK, illustrating the point that mustn’t be overlooked - regional variations matter.
So the series might shine a spotlight on how to get away with manipulative or downright treacherous behaviour (or not, as the case may be), it also highlights different attitudes between those living in urban locations versus rural and then that good old north/south divide. Looking at the 87% who live outside London is a useful reminder that there’s a diverse population across the UK who won’t necessarily view news stories (whether cultural or hard-hitting) in the same way and whose emotional drivers are different.
Interest quickly soared with an initial 9.8k pieces of content on the opening night, increasing by an incredible 43% in just one week. Unsurprisingly, the show is most popular with the 19-29 year old audience but interestingly shows slightly more men than women posting and engaging about the show.
Are Londoners the real ‘armchair critics’?
Where the social listening gets interesting is that it shows that Londoners are not simply cosying up on the sofa, ready to go along with the Traitors’ antics, but are, in fact, critiquing what they’re watching. Those engaging with the show also cite their pastimes to include films, writing, producing and reading - so therefore are quite a cultured bunch.
Could it be that in fact Londoners are armchair critics, analysing the production-value of the show, rather than simply enjoying the drama? We think so. With a lower sentiment score overall, it seems those in the capital watch with more of a critical lens. Makes me think we should run this next time The Apprentice is on - I predict the figures would go sky-high.
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. Perhaps it’s an affinity with all the outdoor challenges and leafy greenness? Or that statistically, people who live in rural areas tend to have a greater sense of community values?
How did the other cities react?
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.
We removed posts from celebrities themselves as well as newspapers to see which was driving the most engagement with Joe 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.
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.
Read the full report
As we all frantically brand-plan for 2026, we mustn’t forget to consider regional nuances in our campaign executions. We all have data stacks to work with - we just need to ask the right questions and interrogate the outcomes.
While Claudia may regularly ask the Faithfuls ‘What are you not seeing?’, you can be sure that we’re seeing all with our social listening.
Check out our latest edition of The 87% to uncover more insights on the show.
To discuss how insights can help your business, contact ted@democracypr.com or call 0161 881 5941
