Dictionary of Marketing Terms: prime time
prime time
in broadcast, that part of the day when the listening or viewing audience is the largest, as compared to other parts of the day. Programming during prime time is usually of a general nature designed to appeal to a wide demographic range. In radio, prime time is actually divided between two segments: morning drive time, 6:00 A.M. to 10:00 A.M., and afternoon drive time, 3:00 P.M. to 7:00 P.M., Monday through Friday. Television prime time is 8:00 P.M. to 11:00 P.M. Monday through Saturday, and 7:00 P.M. to 11:00 P.M. on Sunday. Federal Communications Commission regulations limit the amount of prime-time network television programming to three hours per day Monday through Saturday.
