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Fox Prime Time Unit Costs Soar 26%; NBC Drops 16%

The two weekly versions of American Idol are the most expensive shows on television, followed by House and 24, according to a new report from independent media agency TargetCast. American Idol spots went for more than $615,000 during the 2006-07 season, writes MediaPost.

House and 24 saw prices rise 49 percent, despite declining ratings.

Grey’s Anatomy and CSI, both on Thursday night, saw prices drop. A 30-second spot on Grey’s Anatomy in 2005-06 went for $292,493, and dropped to $277,387 last year. CSI went from $360,469 in 05-06 to $294,796.

A Desperate Housewives spot declined 15 percent (compared to a ratings drop of 25 percent) to $308,640. CSI Miami’s ratings dropped 10 percent but prices rose a few thousand dollars to $230,489.

Fox’s average prime-time unit cost rose 26 percent to $197,640, despite a live ratings drop of 7 percent (for regularly scheduled programs in the 18-49 demo). ABC’s average price jumped 4 percent to $127,690, while CBS’s unit costs declined 4 percent to $129,757. NBC dropped 16 percent to $107,449.

NBC’s hit Heroes has performed well in the scatter market, averaging $173,002 for a 30-second spot.