Hulu, Netflix, Apple TV, Amazon Prime, Roku, iTunes, smartphone, tablet—none of these platforms or devices are reflected in the Nielsen rating. (In February Nielsen announced that this fall it would finally begin including Internet streaming to TV sets in its ratings.)
The TV ratings system is a relic, there are some of us who watch shows on the Web, or DVR, and those are not properly measured. I don’t have AMC, but I watch Mad Men on Netflix, and bought the latest season passes for Braking Bad and The Walking Dead in iTunes, and watch them as soon as they are available. So I am part of the audience of those shows, but not of the ratings.