Are you a Faithful… or a Traitor?
The smash-hit reality series The Traitors is heading to Ireland this September – and #TeamArdmore is already counting down the days.
Following the phenomenal success of the BBC’s UK version (with over 34 million iPlayer views and endless trending moments across social media) The Traitors Ireland is primed to become a cultural phenomenon in its own right. Plus, and added bonus: it’s filmed at one of Ireland’s most iconic venues, Slane Castle, that’s hosted everyone from Metallica and the Rolling Stones, to Queen and Bob Dylan.
RTÉ’s new adaptation brings 22 strangers together under one roof, with a select few secretly cast as Traitors. Their mission? Eliminate their fellow contestants – all without getting caught. With Derry Girls star Siobhán McSweeney at the helm, expect all the nail-biting suspense and slow-burn drama fans love, layered with her classic wit and presence. We also expect McSweeney will put her own spin on the Claudia Winkleman-esque moments that kept audiences talking week after week.
The 12-episode series will stream on RTÉ Player, with the premiere and finale already snapped up by brands – proof of the hype surrounding this release.
Why this matters for marketers and advertisers
TV shows like The Traitors don’t just rack up views: they ignite culture. In the UK, the show generated nonstop buzz: TikTok theories, memeable moments, influencer breakdowns, and brand collabs galore. In Ireland, we can expect a similar explosion across platforms.
Here’s why it’s worth paying attention:
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93% of consumers say brands should keep up with online culture (Sprout Social, 2025).
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Irish viewers are 2.3x more likely than the global average to engage with homegrown drama and reality TV (GWI, 2024).
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18-24s in ROI are 74% more likely than other age groups to watch TV content through social media reaction videos (GWI, 2025).
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The average Irish user spends 1h 52m on social daily – and over 3 hours watching TV (Statista, 2025).
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75%+ in ROI use Facebook, and 50%+ are on Instagram, with over half of Instagram users being under 35 (NapoleonCat, 2025).
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74% of Irish TikTok users say they’re more likely to visit a place after seeing it in a show or influencer post (TikTok x Amárach, 2024).
“The sheer amount and speed of online conversations today means that cultural relevance has a shorter shelf life. For brands investing time and money into today’s attention economy, it’s important to remember: if you’re not joining in on the conversation ahead of the curve, you’re already behind,” says Kerry Plante, Digital Marketing Manager at Ardmore. “Brands that authentically plug into pop culture moments aren’t just chasing trends – they’re driving meaningful engagement and earning a seat at the table with their audience.”
Cultural moments as media springboards
We’re not just talking content – we’re talking media placement. Prime slots around buzzy shows offer a valuable intersection of high attention and emotional investment.
“We’ve seen time and again that aligning with culturally relevant content like The Traitors drives better cut-through,” explains Tory Anderson, Ardmore’s Media Director. “Whether it’s broadcast, BVOD or YouTube, there’s a halo effect when brands show up in the middle of something people are already emotionally invested in.”
The Traitors isn’t the only Irish story set to drive conversation this season. RTÉ’s autumn line-up includes Mrs Robinson, a landmark profile of the former president; Sightless Cinema, following visually impaired creatives staging an ambitious audio drama; and Football Families, spotlighting Ireland’s rising soccer stars. With documentaries exploring faith, folklore and identity (alongside major sporting moments like the Amgen Irish Open and Women’s Rugby World Cup), there’s no shortage of real-time cultural touchpoints for brands to tap into.
Ready to turn buzz into bookings? From culturally-informed social media strategies, to real-time reactive content and strategic media buys, we help brands show up when and where it matters most. Get in touch today!
