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Duck Dynasty’s Merchandising Dynasty

08/20/2013

photo-16America loves family, faith, rednecks and ducks, a lot more than our politicians seem to give us credit for

A staggering 11.8 million viewers tuned in to watch the premiere of the fourth season of the backwoods reality series “Duck Dynasty” on A&E last Wednesday to make the series the most watched reality show ever on cable television.

Among the total number of viewers were 6.3 million “in the advertiser-preferred demographic of 25- to 54-year-olds,” according to a New York Times report.

Duck Dynasty follows the exploits of the Robertson family who own and operate the duck call manufacturer Duck Commander in Monroe, Louisiana.

It’s likely the show’s draw is that is the polar opposite of virtually all other reality TV – which dominates cable and network TV today. Duck Dynasty is unique because it’s about independence, working hard, multiple generations living happily together, oh and there is one other thing. Each show ends with three generations of Robertson’s gathered around the dinner table sharing a prayer.

The down home nature of the show resonates with people fatigued by star-chasing the Kardashians and other unreal reality TV shows.

The Robertson’s have translated this success into merchandise sales. Walmart, at itsphoto-18 recent shareholder meeting, announced that on of the Duck Dynasty t-shirts is the top-selling t-shirt company-wide.

It’s hard to imagine a woman wanting a pillow with the images of four bearded men staring into her eyes – but that appears to be just fine with Walmart’s customers.

Even Hallmark is carrying a line of DD cards. The display at right was seen at Lifeway, a Christian bookstore, over the weekend.

Producers and marketers need to take a closer look at what is driving Duck Dynasty’s success. We suspect they’d find that a good deal of America still holds the values of family, faith and friends in higher regard than fame.

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One Comment leave one →
  1. Juetta West permalink
    08/20/2013 8:31 am

    It’s good to see that out there somewhere some of us American’s still have our morals, character and integrity. Plus—humor!!!!!!

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