AMC's "Mad Men" returned for the first half of its seventh and final season down in total viewers on Sunday night.
The show attracted just 2.3 million total viewers, down more than 30% from the 3.4 million averaged when season six premiered.
AMC has high hopes that the last episodes of "Mad Men" will become a pop-culture event akin to the final season of "Breaking Bad." The network is so convinced of its success that it will not sell commercial time in the final episode of the series ahead of time, hoping to attract a higher price in the so-called scatter market nearer to the air date.
"Mad Men" still has time to gather some momentum and pull in bigger audiences. The first half of the last season of "Breaking Bad" bowed to 2.9 million viewers, then a series high for the show, while the second half of the season returned to double that, averaging 5.9 million total viewers. The very last episode wenton to average 10.3 million viewers.