Mad Men season five got off to an unspectacular start on Sky Atlantic, dropping more than 50% from the first to second episode, according to overnight data.
The period drama averaged 72,000 viewers across the two-part instalment 'A Little Kiss', with episode one taking 98k (0.4%) and episode two managing 45k (0.3%). In contrast, the season four premiere took 360k on BBC Two in 2011.
Elsewhere on the multichannels, Touch garnered 598k (2.7%) on Sky1, slightly down on the 757k who watched the premiere episode.
The Vampire Diaries had 372k (1.6%) on ITV2 (+1: 143k/0.9%), beating Alcatraz (360k/1.5%) in the 9pm hour.
On the terrestrials, BBC One's new drama series The Syndicate attracted 5.2m/21.6% from 9pm, overpowering ITV1's live FA Cup coverage which averaged 3.21m (14.4%) from 7.30pm to 10.10pm.
Big Fat Gypsy Weddings drew 3.38m (14.2%) in the 9pm hour on Channel 4 with a timeshift rating of 798k (4.8%). Supersize v Superskinny preceded it with 1.58m (7.1%) and 237k (1%) on +1.
BBC Two showed Hairy Bikers' Bakeation (2.19m/9.8%), Horizon (1.6m/6.7%) and Never Mind the Buzzcocks (1.19m/6.4%).
On Channel 5, CSI appealed to 1.51m (6.4%) from 10pm (+1: 124k/0.8%), with Revealed seen by 824k (3.7%) earlier.
Overall, BBC One won primetime comfortably with 23.6% ahead of ITV1's 15.4% (+1: 0.4%). Channel 4 grabbed 7.7% (+1: 1.7%) beating BBC Two's 6.8% and Channel 5's 4.7% (+1: 0.2%).
