Retro advertising is paying off for cable channel AMC. Its series "Mad Men" made history by becoming the first basic-cable show to win an Emmy for best drama. The series centers on an ad agency in the 1960s.

NBC comedy "30 Rock" got some free advertising at the awards. 30 Rock creator and star Tina Fey used an acceptance speech to beg for more viewers. She quipped the show is available online, on phones, on planes... and occasionally on actual television.