Prime time is the most valuable time for TV channels and radio stations.


Today, the dictionary of Russian-speaking citizens is actively replenished by borrowing from various foreign languages. Leadership, of course, belongs to English, which has enriched our vocabulary with outsourcing, krautfanding, kaizen and other tricky words. These terms denote quite specific concepts, processes, objects and phenomena, therefore it is very important to know their meaning and correctly use such words in their speech.

What is prime time

Prime time is a kind of Russification of two words of the English language, prime-time, which can literally be translated as “the best time”. The term is used to describe the time period in radio or television, during which the audience includes the maximum number of listeners and viewers.

Unlike the era of television, today the TV and radio channels are fighting for an audience. Competitiveness, interest for the viewer, and as a result, high ratings, are synonymous with success and decent profit.


In order to reach the widest circle of people, as well as to raise the rating, the channels set aside this time for the most interesting programs, films or popular music. Of course, the cost of advertising that goes in this time interval is significantly higher.

Characteristics of television prime time: weekdays

Hours of prime time on weekdays and weekends (holidays) are different. The traditional working day ends at six o'clock in the evening, and the working week lasts from Monday to Friday, so the majority of viewers can not spend time watching TV. The average working person gets home by seven o'clock in the evening, or even later. So the “golden” TV time for a weekday is two hours between eight and ten o'clock in the evening.


Primetime weekend features

However, the festive prime time - this time from three o'clock in the afternoon to ten or eleven o'clock in the evening. According to statistics, viewers in the morning are engaged in planned activities, walking or sleeping. Only in the afternoon they turn on the TV. It is during this period that they can offer an interesting film, television show or program.

Prime time on radio

The activity of radio stations is strikingly different from TV channels: they become the faithful companions of most people immediately after waking up, during breakfast, when traveling to work or for a walk.


Radio is very convenient to listen to using a phone or other portable device, so you can say that the radio is turned on when you turn off the TV.

The natural difference is the hours of prime-time radio stations and TV channels. Radium prime time is two whole “golden” periods:

  • From nine to eleven in the morning.
  • From four to six in the evening.

One should not think that prime time is a concept in which only those who advertise on radio or television are interested. Crowds of people comfortably nestled near their televisions or receivers and carried away by films (programs, music, news) become the desired audience for the following categories:

  • Creators of television products. The secret of the popularity of many shows and programs is precisely the mass character of their views.
  • Radio and TV presenters. Recognition, popularity and influence - this is the goal of many DJs.
  • Held or potential stars. As an invited guest in the evening program, you can count on the fact that the interview will be seen and heard by a much larger number of people than when it appears on the screen at six in the morning.
  • Channel Owners. Catching the audience in prime time (something really interesting and exciting), you can safely hope to increase it. Consequently, this is the way to attract more people who want to advertise and get additional profit.


However, be that as it may, prime time is something that advertisers are often interested in. Despite the higher cost of advertising time during these periods, they are optimal for increasing sales, as well as for the announcement of an existing or new brand.

Primetime also serves to illustrate the programs of political parties, candidates, presidents and mayors.

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