"Duck Dynasty" is ascending the TV ratings throne.
The 10:30 p.m. Wednesday episode of the A&E series about a once-poor Louisiana family whose fortunes were transformed by their duck-call business hit a record 4.9 million total viewers, according to Nielsen.
That's the type of number very few reality series see on basic cable. By comparison, TLC's notorious "Here Comes Honey Boo Boo" -- about a rural Georgia family and their precocious pageant participant daughter -- hit a high of 3 million viewers earlier this year.
"Duck Dynasty" can't match "Honey Boo Boo" for did-you-see-that content, but the former is showing much more impressive growth. The second season of "Duck Dynasty" premiered in October to 3.8 million viewers, and it's kept moving up since.