AMC just sent out a press release boasting a boost in digital viewing of “The Walking Dead”, which I guess is their way of explaining away and/or avoiding talk of the alleged massive decline ratings that we’ve been documenting over the past month.

The press release claims the show averaged 16.1 million viewers per episode and 10.1 million adults 18-49 across its first eight episodes, although the reported ratings show something vastly different.

They also claim that Sunday’s expanded 90-minute mid-season finale delivered 15.2 million total viewers, 9.6 million adults 18-49 and 9.5 million adults 25-54 in Nielsen live+3 ratings, growing 43 percent in total viewers and 47 percent in adults 18-49 and adults 25-54 from Nielsen live/same day ratings. In Nielsen live+3 ratings, episode 708 “Hearts Still Beating,” was up 2 percent in total viewers, 3 percent in adults 18-49 and 2 percent in adults 25-54 from the previous week, the second week in a row of growth from the previous episode. Again, the reported shows 10.58 million viewers tuned in.

They’re also boasting strong digital numbers, stating that “The Walking Dead” has generated record digital viewership of more than 14 million plays so far this half season, up 46 percent from this point last season.

“‘The Walking Dead’ has never been more alive – on-air and online; live, near-live and time-shifted; at home and around the world,” said Charlie Collier, president of AMC, SundanceTV and AMC Studios. “Thanks to the fans for their continued passion and care and for making this series #1 across all of television for the fifth consecutive year. We, along with the creative partners we are so proud of and fortunate to work with, are profoundly grateful. Get ready to ‘Rise Up’ this February.”

I am not a ratings expert but the numbers they are sharing do not line up with reports posted on respectable sites, including Entertainment Weekly (unless I am missing something). You can even get a quick breakdown of the ratings by visiting Wikipedia, which has all of the numbers and sources for them. (I do have to clarify that the numbers are still quite impressive, although “The Walking Dead” hardly looks like it’s on the rise.) What do you think? I’ve shared tons of links that hopefully help paint an accurate picture.

Key Nielsen Highlights for the mid-season finale of “The Walking Dead” (L+3)

Episode 708, Sunday, December 11
15.2 million viewers, up 43% from live/same day (growth of 4.6 million)
9.6 million Adults 18-49, up 47% from live/same day (growth of 3.1 million)
9.5 million Adults 25-54, up 47% from live/same day (growth of 3.1 million)

Key Nielsen Highlights for the mid-season finale of “Talking Dead” (L+3)

Episode 708, Sunday, December 11
5.4 million viewers, up 25% from live/same day
3.2 million Adults 18-49, up 25% from live/same day
3.4 million Adults 25-54, up 28% from live/same day

Excluding sports and news, AMC has four of the top seven shows on cable television year-to-date for adults 18-49 (Nielsen live+3). In terms of dramas on ad-supported cable networks, AMC has four of the top six shows (see chart).

The show returns on Feb. 12, 2017 for the second half of the season.