• Advertising Age, Wednesday, October 28, 2009 12:43 AM

As expected, big broadcast networks had to lower ad rates for many of their popular programs, such as "Grey's Anatomy" and "Desperate Housewives," during this year's upfront market. But several top-name comedies actually commanded better prices this year. Aside from the comedies, this season's schedule has few gainers.

At CBS, "How I Met Your Mother," saw the average cost to advertise rise to $145,106 from $142,117. And "Big Bang Theory," one of this season's most-expensive programs, saw the average cost of a 30-second ad rise to $191,900 from $135,357 last season.

On NBC, the average cost for a 30-second ad in "30 Rock" rose to $159,674 from $104,178 last season. In sharp contrast, NBC's popular drama "Law & Order: SVU," is twisting in the wind. This season the show commands an average of $101,632 for a 30-second spot, down from the average of $146,679 it was able to secure last season.

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