Advertising Primetime

in broadcast, the general reference is to that time period which attracts the most viewers or listeners. Specifically, in TV, generally 8:00-11:00 p.m. Monday through Saturday and 7:30-11:00 p.m. Sunday; in radio, generally 6:00-10:00 a.m. (a.k.a. Morning Drive) and 3:00-7:00 p.m. (a.k.a. Afternoon Drive)