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AMC's Mad Men returned for the first half of the final season on Sunday and was soft in the TV ratings compared with last year.
The season seven premiere opened to just 2.3 million viewers, according to The Hollywood Reporter. The episode is 1.1 million viewers down from the season six premiere. It's also the weakest the show has begun a season since the second.
The fifth season premiere remains Mad Men's best start to any season, behind 3.54 million viewers who watched.
Variety reports that the seventh season also averaged a 0.8 rating in the advertiser-important 18-49 demographic, which is a slight hit from last year's 1.14 rating.
Though the numbers are lower than last year's premiere, they are more in line with the show's season average in the demo, which was only a 0.9 rating. The overall audience was only 2.65 million viewers as well. The show is also doing well on iTunes, where the premiere is the No. 1 episode and the season pass for the show is also No. 1.
THR notes that the numbers might have also taken a slight hit because of the 2014 MTV Music Awards, being on at the same time.