By Tanner Stransky
Updated June 10, 2009 at 01:56 PM EDT

When Mad Men returns to AMC on Aug. 16 at 10 p.m., the cable network drama will run a few minutes beyond an hour to accommodate two more minutes of advertising, according to Variety. The decision came after AMC said it needed to sell more advertising for the the Emmy-winning drama due to season 3’s higher licensing fee and famously meticulous Mad Men creator Matthew Weiner insisted on preserving every minute of his show. The technical aspect of the overrun has been handled, too — AMC worked it out with its cable operator affiliates to make sure DVRs set to record Mad Men would recognize the unusually long running time and not cut off at 11 p.m.