Mad About Mad Men

Will profligate smoking and three-martini lunches make a real-life comeback? The Season Three premiere of the scotch- and smoke-soaked AMC show Mad Men drew 2.8 million viewers Sunday night, according to the Hollywood Reporter. That viewership, the show's largest ever, was up 33 percent from the previous year, thanks to viewers aged 18-49, whose viewership jumped a whopping 71 percent, from 705,000 to 1.2 million. All the Emmys, compliments from critics, and of course, the advertisements must have paid off.