Watson dined. Location managers selected the bar as the venue because they needed a building that could double as an Italian restaurant that was close to an alley. On 21 January, scenes were shot in Newport Road, Cardiff. Location shooting concluded on 23 January with scenes filmed on Baker Street, London. During that week, filming was also done on location in Merthyr Tydfil. According to Moffat and Gatiss, the BBC liked the pilot so much that they ordered three 90-minute films. However, the pilot version of "A Study in Pink" had been produced as a 60-minute film. The producers felt that they could not simply add another half an hour to the episode—they had to film it again. Producer Sue Vertue adds that additional footage to increase the length would not have matched because a different director of photography and a superior camera were used when filming the series. Broadcast "A Study in Pink" was first broadcast on BBC One on 25 July 2010. Overnight viewing figures showed that the episode was watched by a total of 7.5 million viewers on BBC One and BBC HD. Final viewing figures were up to 9.23 million viewers and averaged a 28.5% share of the UK audience with a high AI rating of 87. The episode was downloaded 1.403 million times on BBC's online iPlayer, the third most-requested programme of 2010. Reception The episode won a Peabody Award in 2010 "for bringing the beloved Victorian sleuth into the high-tech present while remaining faithful to his creator's original conception." It received critical acclaim. The Guardian'''s Dan Martin said, "It's early days, but the first of three 90-minute movies, "A Study in Pink", is brilliantly promising. It has the finesse of Spooks but is indisputably Sherlock Holmes. The deduction sequences are ingenious, and the plot is classic Moffat intricacy. Purists will take umbrage, as purists always do." However, Sam Wollaston, also for The Guardian, was concerned that some elements of the story were unexplained. Tom Sutcliffe for The Independent also suggests that Holmes was "a bit slow" to connect the attributes of the killer to a London taxicab driver, but his review is otherwise positive. He wrote, "Sherlock is a triumph, witty and knowing, without ever undercutting the flair and dazzle of the original. It understands that Holmes isn't really about plot but about charisma ... Flagrantly unfaithful to the original in some respects, Sherlock