'Mad Men' premiere sets ratings record

Well, it's about time.

All those Emmys, critic raves and marketing efforts are starting to pay off for AMC's beloved drama series "Mad Men."

Sunday night's Season 3 premiere saw a significant viewership increase -- up 33% from last year, to 2.8 million viewers. That's the show's largest audience ever.

Moreover, adults 18-49 jumped 71%, from 705,000 to 1.2 million. And you use the cume number from the premiere and AMC's two repeats, "Mad Men" garnered 4 million viewers, up 29% from last year's premiere episode cume. AMC also noted that its create-your-own "Mad Men" avatar was downloaded 485,000 times.

If you're wondering whether all that London Fog discussion was product placement, check out this BrandWeek story that breaks down which names were dropped for cash and which weren't.

Also this weekend, from the other end of the TV series creativity spectrum, E! set records too -- with the premiere of "Kourtney and Khloe Take Miami," which became the network's most-watched series since 2002's "The Anna Nicole Show" with 2.7 million viewers. That's 60% more viewers than the last "Keeping Up With the Kardashians" premiere.

Also: Lifetime's new one-hour comedy drama "Drop Dead Diva" (3 million) along with "Army Wives" (4 million) both hit season highs.

Here's NY Mag on the street at the "Mad Men" screening in Times Square...