Despite repeated adverts for Sky Atlantic, and at least five UPC digital channels promoting it, Boardwalk Empire only brought in 438,000 UK viewers and a week later this had dropped to 247,000. Probably indicates how few homes are connected to Sky and it is a similar problem in Ireland. Perhaps Sky hoped there would be a rush to sign up. At the same time BBC3 had 808,800 viewers for Wild Hogs, ITV2 had 271,000 for a repeat of the 1989 Batman movie.

Similarly, Sky Living on digital managed 358,000 for its spooky Bedlam while ITV2’s Hell’s Kitchen USA attracted 480,000 and a BBC3 repeat of Eastenders brought in 855,000 viewers.