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In the Motion Picture Herald Top Ten Money-Making Western Stars poll, Rogers was listed for 16 consecutive years, from 1939 to 1954, holding first place from 1943 to 1954 until the poll ceased.

He appeared in the similar BoxOffice poll from 1938 to 1955, holding first place from 1943 to 1952. In the final three years of that poll, he was second only to Randolph Scott.

These two polls are only an indication of the popularity of series stars, but Rogers also appeared in the Top Ten Money Making Stars Poll of all films in 1945 and 1946.

Rogers was an idol for many children through his films and television shows. Most of his postwar films were in Trucolor during an era when almost all other B westerns were black and white. Some of his movies would segue into animal adventures, in which his horse, Trigger, would go off on his own for a while with the camera following him.

With money from Rogers' films and from his public appearances going to Republic Pictures, he brought a clause into a 1940 contract with the studio where he would have the right to his likeness, voice, and name for merchandising.

There were Roy Rogers action figures, cowboy adventure novels, and playsets, as well as a comic strip, a long-lived Dell Comics comic book series (Roy Rogers Comics) written by Gaylord Du Bois, and a variety of marketing successes. Rogers was second only to Walt Disney in the number of items featuring his name.

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