Don’t look so forlorn Mr. Draper, you had a pretty steady night Sunday. First of all, initial numbers for the first of the final Mad Men episodes saw the midseason return even with the Season 7 debut on April 13 last year. Now the Live+3 results for the DVR-friendly AMC series are in – and they look very similar.
With 3.6 million total viewers, the April 5 episode of the Matthew Weiner-created series rose 57% from its Live+Same Day total viewership of 2.3 million. That’s down just a touch for the upmarket show from the 62% surge the Season 7 opener drew (that episode had 3.7 million total viewers when the initial DVR numbers were added in.
AMC has been banking on taking Mad Men out with a bang like it did with Breaking Bad in 2013. Splitting the Vince Gilligan-created show’s final season in half, like it has now done with Mad Men, AMC built anticipation and hype. The result? The final few episodes saw the the series’ ratings shoot up. By the time of the Breaking Bad finale on September 29, 2013, it pulled a record-breaking 10.3 million viewers in Live+SD – a 300% rise over the Season 5 midseason finale. We didn’t see such a result with these numbers Sunday, but there are several weeks to go. With the seven-episode stretch that started April 5, the Mad Men series finale is set to air May 17, and will be a little longer than usual.
In the key demos of adults 18-49 and adults 25-54, Mad Men‘s first midseason premiere was up 55% and 60% from its Live+SD numbers. Among adults 18-49, the Live+3 Mad Men number were 1.6 million and among the 25-54s they were 1.9 million. That’s a match among the 25-54s with the Season 7 debut. Among 18-49s, Sunday’s midseason debut was down 11% in Live+3 from the Season 7 debut.