A&E Reality Show ‘Duck Dynasty’ smashed the ratings records last Wednesday night with a staggering 3.8 million viewers for the premiere of season two.

Duck Dynasty airs in the 10pm slot and saw a 111% increase in total viewers on the average for season one. It also saw similar increases not only in the adults 18-49 market, but also the 25-45 market. The series is one of A&E’s fastest growing shows and gives viewers a glimpse of the Robertson family – wealthy rednecks who amassed a fortune with their duck call business.

In a clever branding move, ‘Duck Dynasty’ have been grabbing attention off screen to with a range of products that includes clothing, costumes and Chia Pets all designed to further promote the show.

The show is produced for A&E by Gurney Productions. Executive producers for the show include Deirde and Scott Gurney alongside David McKillop, Elaine Frontain Bryant and Lily Neumeyer for A&E.