Those are big numbers for the Sky-exclusive Atlantic - 1,700% up on its slot average over the past three months, but still relatively small beer compared with the return of Jonathan Creek on BBC1 which pulled over 7 million viewers.
It was reported last year that Sky was planning to wholesale the channel (ie make Atlantic available to other carriers) once it was available on their IP service Now TV but, despite the occasional rumour, there is still no sign of Atlantic appearing for anyone lacking a dish.
Which is odd, as you would have thought that any new customers for Sky would have jumped on board by now and chances are that it's not that much of a retention attraction given that it's attracting audiences that are a small fraction of the overall Sky customer base. But Sky continues to pursue this viewer-depriving strategy. And frustrated VM customers continue to obtain that non-VM content by "other means". Surely it would benefit both Virgin Media and Sky Atlantic advertisers to open it up to 4m more homes? You would have thought so.
Meanwhile, the new series of Mad Men launches on Sky Atlantic on April 10th at 10pm. It will be available in the US two days earlier for those with US iTunes accounts or with "other means" for viewing the show.