Mad Men fails to boost Sky

Fewer than 100,000 people saw series five of Mad Men, a drama about advertising executives, debut on Sky Atlantic on Tuesday night and only half of viewers tuned in to the second episode of the double-bill. While the ratings figure is likely to grow as not all Sky subscribers will have watched the show live, it pales in comparison to the 355,000 Mad Men fans who watched series four debut on BBC4. However, viewer ratings for the programme were 300 per cent above Sky Atlantic’s average. Last October, Sky was understood to have offered 25 per cent more than the BBC paid for the show.