A&E’s reality series “Duck Dynasty” broke ratings records Wednesday night, landing an impressive 3.8 million total viewers during its second-season bow.
Airing in the 10 p.m. timeslot, “Duck” posted a 111% increase in total viewers over its season one average. It also grew by similar amounts in both adults 18-49 (2.3 million) and 25-54 (2.4 million), according to Nielsen.
The series has been one of the cabler’s fastest-growing programs and follows the Robertson family’s wealthy redneck lifestyle spawned from a successful duck call biz.
Branding for the reality skein blossomed with auds off screen as well, as “Duck Dynasty” has launched products including clothing, costumes and bearded Chia Pets to promote the show.
“Duck Dynasty” is produced by Gurney Prods. for A&E Networks. Deirdre and Scott Gurney exec produce for Gurney Prods., while David McKillop, Elaine Frontain Bryant and Lily Neumeyer exec produce for A&E.