Winter has arrived… The 7th and penultimate Season of Game of Thrones hit our screens in the early hours of Monday morning then again in peak last night (Tuesday 17th). As expected a stonking performance was delivered, with the first episode launching with a colossal 2.83m for both the 2am simulcast and the 9pm broadcast later in the day. Up by 30% vs the launch of series 6 and 35% up vs the overnight audience for the finale of last season, the launch of season 7 is by far the biggest overnight audience ever for a Sky entertainment channel. Last year’s launch went on consolidate at a whopping 3.56m across the two broadcasts so understandably there is a legitimate chance that this launch might get close to 4m – an amazing feat considering Sky Atlantic is exclusive to Sky homes. Aside from sheer audience numbers, it was great to see Highland Spring alongside and amongst a selection of other fantastic brands benefiting from their association with this genuinely premium content.