With season 3 of BBC’s hit reality show The Traitors nearing the finale, millions will be tuning into their TV sets tonight and tomorrow evening to see if the faithfuls can identify who the remaining traitors are and win the top prize.

Jake’s ability to correctly predict Linda as a traitor from the start has won him plaudits amongst fellow faithfuls and viewers alike, however one of the other unsung heroes that has emerged from the show is the iconic Land Rover Defenders used to transport contestants to and from the castle located in the idyllic Scottish Highlands.

Data from automotive marketplace Auto Trader reveals that ad views of old style Land Rover Defenders have increased by an impressive 17% in January 2025 compared to the same period last year when series 2 aired.

Since the start of the show on New Years Day, ads of old style Land Rover Defenders (the model which features prominently in the show), have been viewed 374,874 times. This is compared to 319,130 in January 2024 when Harry Clark skilfully navigated his way through the round tables to become the sole winner of season 2.

‘The Traitors has once again captured the attention of the nation with viewers taking a firm interest in every aspect of the show, including when the contestants jump into the Defenders for their missions or breakfast arrivals. Cultural moments such as The Traitors highlights the impact that these shows can have on consumer behaviour. The surge in interest of the iconic Land Rover model is a great example of how the popular reality show has been able to successfully influence the purchasing habits of motorists and what they want to drive’