But the satellite broadcaster may be regretting its decision to snap up American advertising drama Mad Men.
Viewing figures sank to just 47,000 for the third episode of the fifth series on the Sky Atlantic channel on Tuesday night.
That’s an alarming drop from the 355,000 viewers who watched the premiere of the fourth series when it was on BBC4.
It is understood that Sky is paying about £250,000 an episode for the glossy 1960s drama. Based on Tuesday’s figures, that amounts to more than £5 per viewer."