The success behind ‘Who is the Mole?’

It seems like a childish formula. Adult people going through a game course abroad, while one participant keeps the rest in the dark. ‘Serves you right’. And yet I can already look forward to the new episode on Saturday afternoon. Isn't that ridiculous?

I seriously think there are young people like me who hardly watch TV, but make an exception for shows like Expedition Robinson and Who is the Mole?. Trash shows with famous Dutch people where so much time, budget, and love is poured into that you can taste it from the couch. Just imagine how proud you are as a program maker when 3 out of 17 million Dutch people watch your show. That's more than one in six people.

Yes, this season is the most-watched Mole season ever. You want to be part of the family, the hype, you want to join the conversation. But why? What makes us so addicted to programs? How can something be a success year after year? It fascinates me. So I dove into it. This is why #WIDM is a ratings hit.

The clever editing

Think about it. In Who is the Mole? it's not really about who the Mole is. As a viewer, you can't unmask the Mole at all. Both the Mole and the candidates do their best to be as suspicious as possible. We as viewers become addicted to hints from the program makers in the search for the Mole.

The hype

We call ourselves mole enthusiasts. I hear myself casually saying at a party ‘who I'm with’, followed by: ‘Yeah, no, I spread it out on this and that.’ Completely crazy. Mole enthusiasts are everywhere. We march through the streets, unite in large numbers. On Twitter, in blogs, in the WIDM app, during MolTalk; you want to be able to join the conversation.

You turn into a true detective at home on the couch

Who is the Mole? is actually a quest with a psychological layer. You are observing behaviors, and yes, our crazy brains find that ‘exciting.’ It's interactive, you participate, and that feeling is nice. One person tries to flash things, and as a viewer, you want to unmask that person. That activates pleasure chemicals in your brain, making you want to see how the adventure unfolds week after week. Even if it's just to see if you were right. This is how programs can literally make you addicted. C'est ça.

Tonight we get to do it again, junkies. So excited.