Tops the charts against both cable and broadcast competitors
Who would have guessed that a family that embodies rural American values and love for hunting and Jesus could be so much fun to watch?
Last summer we wrote about the popular A&E show, “Duck Dynasty,” which follows the daily lives of the Robertson family, a clan of self-proclaimed rednecks whose Duck Commander brand of hunting products has made them rich and famous.
The 30-minute show has now become a national phenomenon and recently set the record as A&E’s most-watched show after 9.6 million viewers tuned in for the season three series finale on April 24.
“Last night’s one-hour episode garnered 5.6 million viewers in adults 25-54, 5.5 million adults 18-49 and 2.6 million adults 18-34 to become the most-watched series telecast in A&E’s history in all demos. That is a 41% rise in 18-49 over last season’s finale and a 47% rise in 25-54.”
In comparison, Fox’s “American Idol” managed to garner only 4.13 million viewers in the 18-49 demographic. “Duck Dynasty” similarly beat “Idol” in the coveted 18-34 demo by an astounding 70 percent. The success of the first three seasons has producers already gearing up for season four.
“Duck Dynasty” even beat out cultural phenomenon “Downton Abbey” in total viewership for their respective finales.
The popularity of “Duck Dynasty” demonstrates the void in popular culture of faith-friendly products and entertainment. It also shows that Faith Driven Consumers will flock to support brands that welcome, respect and embrace them.
As the 11.7 million viewers who tuned in to the March 31 finale of the hit History channel miniseries, “The Bible,” demonstrate, the success of “Duck Dynasty” is not merely an outlier. A significant percentage of Americans want faith-compatible entertainment options. These shows prove that the portrayal of traditional faith-driven values is not in conflict with the majority of Americans and, in fact, is openly welcomed.
Brands that respond to the specific wants and needs of the Faith Driven Consumer marketplace will reap the reward of a loyal and economically powerful segment of 41 million Americans who spend $2 trillion annually.