[muppetman11]

Originally Posted by Hugh

And lower viewing figures.....

To be fair though it is only available on Sky.

Stuart Murphy, Sky's director of programmes for Sky1 and Sky Atlantic, wrote a blog post last week highlighting the growing importance of "consolidated" viewing figures.

Murphy pointed to the series premiere of new drama Mad Dogs, which gained 817,000 viewers on Sky1, but that increased to around 2.2m over the seven-day period after transmission.

"At Sky, we've long since dispensed with the overnights as a measure of how well we're meeting the demand of our viewers, although for some in the free-to-air world or some commentators it remains a preoccupation," said Murphy.

"Our view is that we've given our customers the opportunity to define their own schedules, and we therefore need to have measurement models which properly reflect the changing behaviours of our customers. We don't want to be in a position where viewers are one step ahead of the rest of us."