The A&E hit "Duck Dynasty" keeps chugging along, drawing in nine million viewers for its Christmas special on Wednesday, a 40 percent jump from its holiday special last year.
According to Variety
, the audience was good enough for a 3.5 Nielsen rating in the coveted adults 18-49 category, an increase of 21 percent in that demographic. Variety said the number was good enough to tie with ABC's megahit "Modern Family" the night's top rated show.
"Duck Dynasty" Season 4 debut, which attracted 12 million, was the No. 1-rated nonfiction series telecast on cable television, reported Deadline.com
. Season 5 will begin Jan. 15.
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According to the Wrap
, the fifth season will introduce Rebecca, the stepdaughter of Willie and Korie Robertson, who rejoins the family after attending college in Los Angeles and attempts to adjust to life in Monroe, La.
One of the beneficiaries of the Christmas special bump, according to Deadline.com, could be the makers of Chia Pet. The company has been promoting Duck Dynasty Chia Pets during the holiday shopping season.
The Robertson family is at the heart of the show and the Duck Commander, the million-dollar business with duck call contracts with outdoor stores across the nation, according to ABC News
Duck Commander is a family business, with roughly 80 percent of its employees being related one way or another to the Robertson clan. Jase Robertson, one of Phil and Kay Robertson's sons, makes duck calls by hand for the company.
The down-home family business with the bearded Robertson family made up the perfect blend for a reality show. "Duck Dynasty" mostly follows Willie and Korie Robertson through their day.
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"When the Los Angeles people come down here first and we sorta clashed," Phil Robertson told ABC News. "I don't know who was the most shocked, the L.A. people or us. We're looking at them like 'man, I tell you what' and they are looking at us like, whoa I tell you what, somewhere in there is a television show. It's America, let it rip.'"
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