Many industry veterans make the argument that ratings simply don't mean what they used to, not in an era when most households get more than 100 channels and when increasing numbers of viewers are watching television shows on digital video recorders, portable devices or their computers.
"Ratings are a very complex thing in the modern day," said Matthew Weiner, executive producer of "Mad Men," who wrote the pilot script in his spare time while toiling as a writer for CBS' sitcom "Becker." The show's second season, coming later this month, will include DVR-adjusted ratings for the first time, Weiner said. Factoring in a DVR audience can boost a show's ratings by as much as 25%, which in the case of "Mad Men" would translate to an extra 250,000 viewers.
Charlie Collier, AMC's general manager, noted that, while "Mad Men" may have a small overall audience, it's an affluent one, and therefore desirable to advertisers. The show "was meant to speak to an upscale audience looking for a patient, well-told story," he said.
Perhaps most important, some industry watchers who have been sharply critical of Emmy choices in the past feel the voters got it right this time -- even if that meant giving a nod to programs that a statistically negligible number of Americans have actually seen.
"This year, I really agree with a lot of the choices," said Carat's Brill. "It's supposed to be an award show about artistry, not a popularity contest."
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scott.collins@latimes.com
Times staff writer Matea Gold contributed to this report.
