"Mad Men" might need a new ad campaign.
Viewership of AMC's much-hyped Madison Avenue soap has plunged 24 percent three episodes into its fourth season.
Sunday's episode drew 2.2 million viewers, little changed from the previous week, but down from the 2.9 million who tuned in for the season premiere on July 25.
Season 3 ended up averaging just 1.8 million viewers over 13 episodes, up from 1.5 million for Season 2. The show will vie for its third consecutive best drama Emmy on August 29.
"Mad Men" was dwarfed on Sunday by such cable shows as HBO's "True Blood" (5.1 million viewers), "Entourage" (2.6 million) and "Hung" (2.5 million).
A&E's freshman drama series "The Glades" pulled in 3.1 million viewers, and E!'s "Kourtney & Khloe Take Miami" 2.9 million.