Mad Men appears to be going out with more of a whimper than a bang.

Sunday’s Season 7 premiere attracted a disappointing 2.3 million viewers, down roughly 30 percent from the Season 6 opener (3.4 million) to rank as the show’s lowest-rated debut since Season 2 in 2008.

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Mirroring a strategy AMC employed with Breaking Bad, Mad Men’s 14-episode final season will air in two separate seven-episode halves.