BEIJING, July 27 (Xinhuanet) -- The Season 4 premiere of American Multi-Cinema Theatres (officially known as AMC)' "Mad Men" drew 2.9 million viewers Sunday, making it the most-watched season premiere of the Emmy-winning series.

Its viewership was up 5 percent from the 2.76 million people who watched last season's debut episode. Mad Men's first season averaged 925,000 viewers.

It also drew a 2.3 household rating, up 10 percent versus season three's launch and another record for the AMC show. An average 30-second spot on first-run episodes of "Mad Men" commanded about 20,000-25,000 U.S. dollars, according to a recent trade media report.

Cast member Jon Hamm and actress Jennifer Westfeldt pose at the premiere for the fourth season of the television series "Mad Men" at the Mann 6 theatre in Hollywood, California July 20, 2010.

Most critics who watched the debut of season four gave it high marks.

The Madison Avenue soap will vie for its third consecutive best drama Emmy on August 29.