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'Mad Men' Premiere Bills Big Live +3 Gains

It was mad audience adds for the seventh-season premiere of AMC’s retro Madison Avenue drama Mad Men, when live + 3-day data was factored in.

The return of Don Draper and shop averaged 3.7 million viewers, according to Nielsen live +3-day data, up 62% from the live+same-day measure.

The increases were even higher on a demo basis: adults 25 to 54 grew 73% over the expanded time frame to 1.9 million, while 1.8 million persons 18 to 49 watched on a live+3-day basis, 74% more than on the live+same-day metric.

According to AMC officials, Mad Men remains the most upscale drama on television, across all ad-supported cable and broadcast networks. Fifty-four percent of its April 13 premiere audience among adults 25 to 54 were from households with annual incomes of $100,000 or more.

The seventh-season premiere of Mad Men – the final campaign of Matt Weiner's Emmy Award-winning drama will be split into a pair of seven-episode runs this year and next -- drew 2.3 million total viewers on April 13, including 1.1 million 25-to-54 watchers and 1 million adults 18 to 49.