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CBS's "The Big Bang Theory" is the most expensive entertainment program on broadcast, averaging $344,827. It's consistently the highest-rated comedy, with the one-hour season premiere this week watched by an average of 17.2 million people.

But the priciest scripted series is actually on cable, with AMC's "Walking Dead" costing advertisers upwards of $400,000 for a package of spots.

There are several cable programs that challenge broadcast as the most expensive in which to buy commercial time, including ESPN's "Monday Night Football," which costs about $400,000. But it's difficult to compare many cable ad packages to those of broadcast because cable often includes multiple airings and repeats of a show.

Ad Age's survey is compiled using data from as many as seven media-buying agencies. (See our 2013 TV ad pricing chart here.) The resulting prices should be viewed as directional indicators and are not the actual price that every advertiser pays for a 30-second spot. The numbers are based on a range of agency estimates that can vary depending on the amount of inventory purchased from a network, the inclusion of any nontraditional advertising such as product placements, and the relationship an advertiser and media-buying agency has with a network. Most TV advertising is typically purchased as part of larger negotiations, not on a one-off basis.

Another newcomer is ABC's "Scandal" at No. 9 for broadcast with an average of $217,546. Of those returning shows, 21 have seen the cost for ad time decrease, while another 20 have seen increases and 14 have remained relatively steady.

ABC's "Modern Family" saw a meaningful decline in pricing, down 15% to $239,650 from last season and dropping one spot to No. 7 from No. 6 last year.