The seventh-season premiere of AMC’s “Mad Men” showed healthy early DVR gains, as expected, with three days of playback pushing its ratings in key demos up by nearly 75%.

According to Nielsen estimates, the overall average audience for the premiere telecast of “Mad Men” grew by 63%, from 2.27 million on Sunday night to about 3.7 million in Live+3 numbers. In 2013, “Mad Men” on average added 63% more total viewers when comparing its same-night number (2.49 million) to its full-week Live+7 average (4.06 million), so its premiere last Sunday has basically matched that percentage gain in just three days.

In adults 18-49, Sunday’s return of “Mad Men” rose 74% in L3, and in adults 25-54 it shot up by 73%.

AMC also notes that “Mad Men” is the No. 1 season pass on iTunes and the premiere episode ranked No. 1 for most of the week.

“Mad Men” remains the most upscale-skewing drama on television across all ad-supported cable and broadcast networks, with roughly 54% of the premiere adults 25-54 audience coming in homes with $100,000 or more of annual income.