HBO's 'True Blood' Hits a High Mark

HBO's "True Blood" has become the most-watched program on the network since "The Sopranos" finale two years ago. The second-season premiere at 9 p.m. set a 3.7 million viewer mark.

According to the Los Angeles Times, HBO makes a $1.4 billion profit each year. The DVD sales for season one of "True Blood" has already made $30 million, even with it going on sale a few weeks ago.

Sunday's season premiere went up 157 percent from the first season premiere, according to the New York Daily News.

The drama is produced by Alan Ball and inspired by the novels of Charlaine Harris.

HBO promoted "True Blood" with a brand-building campaign, running a cross-promotion with BMW Mini USA in newspaper ads reading: "Feel the wind in your fangs." The "True Blood" commercial with a new song by Bob Dylan and his gravely voice didn't hurt either.

The encore at 11 p.m. drew an additional 1.4 million viewers.