TV ratings: Critical hosannas fail to lift Mad Men on series debut

US drama Mad Men returned to BBC4 for its fourth series with just over 350,000 viewers last night, Wednesday 8 September. Despite continuing to be showered with critical praise and awards and BBC4 bringing forward transmission of the new series by four months, Mad Men was slightly below the ratings for the launch of the previous run in January. Last night's episode averaged 355,000 (1.9%) on BBC4 and BBC HD from 10pm. The HD channel's share of this audience was 19,000 (0.1%). The third series debuted with 370,000 (1.8%) in the same Wednesday slot in late January . The show was also simulcast on BBC HD, but the figures are not available. Elsewhere yesterday, the audience for ITV1's new breakfast show, Daybreak, slipped back slightly compared with Monday's launch edition. Daybreak, fronted by Adrian Chiles and Christine Bleakley, averaged 891,000 (22%) on ITV1 and ITV1 HD from 6am. Monday's launch had 1.015 million (24.9%) across the two channels. Companion show Lorraine attracted 927,000 (20%) from 8.30am, down from 1.098 million (21.2%) on Monday. BBC1's Breakfast averaged 1.424 million (34%), slightly up on its 1.405 million (32.4%) on Monday. Five main terrestrial analogue networks BBC1, BBC2, ITV1, Channel 4, Channel Five (available in all UK homes with TV, except Channel 5, which reaches about 95%) BBC1 7.30pm: Bang Goes the Theory (new series) - 2.98 million/15.7%, BBC HD 81,000/0.4% BBC2 9pm: The Big School Lottery - 1.224 million/5.4% ITV1/ITV1 HD 8pm: Midsomer Murders - 5.607 million/25.1% Channel 4 10pm: Derren Brown Live - 2.429 million/14.7%, C4+1 197,000/2.2% Channel 5 10pm: Law & Order: Criminal Intent - 1.018 million/5.8% Freeview/digital terrestrial TV free-to-air networks Available in 23.4m UK homes – 91.4% of total – as of 31/12/09. Source: Ofcom digital progress report, Q4 2009 ITV2 9pm: Fearne and... Mischa Barton - 198,000/0.9% E4 9pm: Ugly Betty - 470,000/2.1% BBC4 9pm: The North on a Plate - 379,000/1.7% All ratings are Barb overnight figures, including live and same day timeshifted (recorded) viewing, but excluding on demand, HD, +1 or other – unless otherwise stated • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".