Striking the perfect balance: how The Traitors captivated a nation
With the finale delivering a staggering 8 million viewers, The Traitors has proved to be a smash hit for the BBC. This peak was on the back of consistent audience growth over two seasons, showing it has momentum that is likely to carry through into Season 3 next year. Yet, the impact of The Traitors extends far beyond impressive viewer statistics; it has become a cultural touchstone, sparking extensive discussion at the office watercooler and on social media. It even had multiple news outlets running live blogs for the finale – a privilege typically accorded only to major sports events or significant political activity. In this article, we look at why The Traitors became such a huge success and discuss the lifespan of the format.
A brief history of reality TV
Reality TV, originating in the early 1970s with An American Family on PBS, marked a pivotal shift from scripted shows and set a new precedent for television. Yet, it was the advent of Big Brother in the UK (launched following a successful first season in The Netherlands) and Survivor in the US at the turn of the millennium that catapulted reality TV into our living rooms. Big Brother not only garnered a staggering 13.7 million viewers for Channel 4 – still today its second-highest audience ever – but also revolutionized the genre.
For broadcasters, the genre is highly appealing due to its ability to attract vast audiences at a much lower production cost than scripted programming. For producers, a hit reality show can lead to significant financial gains and the opportunity for global syndication – indeed, many of the UK’s most successful production companies have been built on the back of reality TV format sales.
The demand for unscripted content during the 2007-08 writers' strike helped to propel reality TV into its 'golden age’. This era saw diversification into talent and skill competitions like X-Factor and MasterChef, explorations with romance through shows like Love Island, and spotlighting celebrities in shows like I’m a Celebrity...Get Me Out of Here! This evolution cemented reality TV's appeal, particularly among younger viewers, ensuring its place as a staple of the Entertainment genre and prompting commissioners to search for new formats.
Despite this, launching a groundbreaking reality show remains a formidable challenge. Long-standing series like The Apprentice, now in its 18th season, and the revival of Big Brother for its 20th season on ITVX in 2023, underscore the industry's reliance on proven formulas.
The formula for success
At the heart of reality TV's enduring appeal are two fundamental aspects that drive viewership:
Drama – the confrontations, competitions, arguments, and challenges keep viewers on the edge of their seats, eagerly anticipating the next twist or turn; and
Authenticity – a window into emotions and experiences that feel both grounded and real. Authentic experiences of others provide a compelling draw, offering relatability and a mirror to viewers' own lives.
Not all reality TV shows aim to deliver both high levels of drama and authenticity, but every show sets out to deliver at least one of these aspects. The figure below shows where some major reality TV shows sit in this framework, with most sitting on the spectrum between high authenticity and high drama.
Shows like Made in Chelsea and I'm a Celeb have moved into the realm of high drama rather than prioritising authenticity. These programmes are characterised by their sensationalist, partially scripted storylines and focus on screen trained celebrities to provide a constant stream of dramatic twists and challenges, even though they typically sacrifice authenticity in the process. Conversely, series such as The Great British Bake Off and Gogglebox have charted a different course, heavily emphasising authenticity and the portrayal of genuine emotions and interactions, with relatively low stakes.
Few programmes have delivered both high authenticity and high drama; but when they do, they have ruled the roost and dictated the cultural zeitgeist – Big Brother and Love Island stand out as prime examples. These shows – despite not always representing the broad spectrum of viewers in their contestant selection – were particularly good at delivering emotional resonance, especially with younger audiences.
Yet, maintaining this delicate balance has proven challenging. As these shows gain popularity, authenticity can fade as contestants chase fame, adopting increasingly exaggerated personas to secure more screen time. Simultaneously, the drama diminishes as viewers become accustomed to the predictable patterns inherent in each season. Over time, many producers have altered their formats in an attempt to heighten drama and jeopardy.
Examples include the evolution of the classic formats to Celebrity Big Brother and Love Island All Stars, which in both cases ultimately led to a dilution of authenticity in favour of increased drama and a resultant decline in popularity. However, there have been some rare success stories – the lifespan of the The Apprentice has been extended due to the prioritisation of contestants’ entertainment value rather than business acumen, moving the show further into the sensationalist quadrant with each season.
The Traitors struck the perfect balance
What sets The Traitors apart is its innovative approach to creating drama without resorting to personal animosity. This distinction is vividly illustrated in the show's pivotal roundtable banishments, where accusations of betrayal are levied based on strategic gameplay rather than personal grievances, allowing audiences to engage with the conflict and drama without discomfort. The jeopardy is further heightened with commitment to its high camp style; with its dramatic setting in the Scottish Highlands, complemented by Claudia Winkelman's outlandish outfits, the atmospheric glow of flickering firelight and a melodramatic musical score.
Moreover, the show's commitment to casting a diverse and relatable array of participants from across the UK boosts its authenticity. By reflecting a broad spectrum of experiences and backgrounds, The Traitors offers a microcosm of society, where the themes of trust and manipulation resonate deeply with viewers in a politically fraught society. This relatability, coupled with the strategic gameplay, ensures that the drama remains engaging and reflective of genuine human interaction, setting The Traitors apart as a masterclass in balancing the elements that define successful reality TV.
By capturing zeitgeist, The Traitors became appointment TV and delivered four times the audience of its main reality TV rival Love Island All Stars, which aired at the same time.
Looking ahead
As The Traitors moves forward with future seasons, its creators will need to navigate the show's continued evolution without compromising its unique blend of drama and authenticity. The escalating popularity of the show introduces a dual-edged sword: contestants learning from earlier seasons to become savvy with its format could potentially erode the raw spontaneity whilst also compromising genuine connections that have been pivotal to its success. The risk of participants mastering the art of 'gaming' the system is real, threatening to diminish the authenticity that resonates so deeply with viewers.
A potential misstep for The Traitors could be the temptation to infuse the cast with screen-trained celebrities in an attempt to amplify drama – a classic pitfall for reality TV shows looking to extend their lifespan. International versions of The Traitors have already experimented with this approach, to varying degrees of success. The Australian version's notorious second season featured multiple reality TV veterans in a departure from its more grounded first season. This strategic pivot ultimately failed – critical reception and viewing were both down, resulting in its subsequent cancellation.
Given the robust performance of The Traitors UK in its sophomore season, we forecast that its peak will be realised in the forthcoming third and fourth seasons. However, sustaining this success will require careful navigation to avoid diluting the essence of what makes the show compelling. The challenge will be to innovate within the framework without compromising the combination of authenticity and drama that define its core appeal.
Oliver & Ohlbaum Associates are the experts at ‘measuring the hard to measure’ for the media sector. Even for the parts of the industry traditionally seen as purely creative endeavours, it’s always worth applying a scientific approach to ensure you’ve covered every angle. Get in touch with henry.williams@oando.co.uk to find out more.