HOW MUCH DOES IT COST TO ADVERTISE ON TV?

The new TV season is here and so are the new advertising rates for 30-second spots on network television. So how much money do the advertisers really have to shell out to give their brands prime-time exposure?

Although the most expensive shows on FOX are for the moment The Simpsons (293,000) and House ($284,000), it is the midseason blockbusters "American Idol: Wednesday" ($620,000), "American Idol: Tuesday" ($594,000) and 24 ($364,000) that make FOX the most expensive network to advertise on. The network has sure gone a long way since it humble beginnings in 1987.

ABC's Sunday night dramedy "Desperate Housewives" has declined about 10% this year, but it has still managed to snatch the third place on the list of the most expensive shows with $394,000. "Lost" is also a solid performer for the Alphabet network ($328,000), while "Grey's Anatomy" now relocated to Thursday nights pulls in about $344,000 per spot, which is quite a good deal since it managed to pompously beat the more expensive "CSI" in the ratings last week ($347,000).

Speaking of CBS, its reality powerhouse "Survivor" still brings in $296,000 despite all controversy and some of the advertisers pulling out this year.

NBC will be earning most of their money on Sunday nights through January with the football line-up ($342,000). ER is still a cash cow pulling in $282,000, yet considerably down from their 2003 $405,000 price tag. Ditto for Donald Trump's "The Apprentice" starting next January. The contest is down about 50% to $168,000.

Networks have also been able to command higher rates for some of the new shows simply based on their strong lead-ins or overall buzz: ABC's Sunday night drama "Brothers and Sisters" ($242,000) or NBC's "Studio 60 on the Sunset Strip" ($210,000) come to mind, for instance. "Ugly Betty" on ABC was originally scheduled for Fridays. Now, the network has shifted the comedy to Thursday nights making its price tag of $93,000 a bargain.

The CW's most expensive show is America's Next Top Model ($135,000). Last year's buzzworthy "Everybody Hates Chris" cost $140,000 per 30 seconds on UPN. It will now go for only $82,000, a more reasonable price given the show's actual ratings.