February 10, 2012 3:52pm PT by Michael O'Connell
Super Bowl Spot Translates to Viewership Bump for History's 'Swamp People' (Video)
With the expected record-breaking viewer turn-out for this year's Super Bowl, first-time advertisers were likely pleased with the attention -- and you can count History among them.
The cable network placed its first national Super Bowl buy this year for the season three premiere of the unscripted Swamp People, and on Thursday it brought in a record 4.7 million viewers.
That number marks a 21 percent jump in viewership over the sophomore season premiere. And the series made further gains among adults 18-49 (2.5 million) and adults 25-54 (2.5 million), 25 percent jumps for both.
At the time of the buy, History president and GM Nancy Dubuc called the move an effort to give viewers the sense that the network "was part of the American fabric.”
Also reaping the benefits of Swamp People's increased viewership was Mudcats. The freshman debut brought in 3.0 million viewers at 10:00 p.m..
The last season of Swamp People, which follows alligator hunters in Louisiana, averaged 4.1 million viewers. And across all cable networks, last night's premiere was only bested by MTV's Jersey Shore in viewers and adults 18-49.
Watch Swamp People's Super Bowl ad below: