Dictionary of Marketing Terms: drive time
drive time
one of the time designations used by radio advertising time sales departments or representatives to qualify the listening audience. Drive time represents those times of day when a majority of the audience are people listening to car radios on their way to or from work. There are two drive times: morning drive, generally from 6:00 A.M. to 10:00 A.M., and afternoon drive, from 3:00 P.M. to 7:00 P.M. These two periods together constitute radio prime time, the time periods with the largest listening audience. Commercial time is most expensive during this period because of the size of the audience to which the commercial will be delivered.
