The ad and marketing industry’s favorite show, has just launched its latest season 3. The action Jumps to 1963 so one can guess that JFK’s assassination will feature somewhere.

Sunday night’s season three premiere of the show attracted 2.8 million viewers, a 34% leap compared with the 2.1 million for last year’s series two launch on AMC and Mad Men’s largest US audience to date. The second series averaged 1.5 million viewers.

AMC also said that its own create-your-own Mad Men avatar has been downloaded 485,000 times. Mad Men is broadcast in the UK on BBC4.