prime time

Part of daily broadcast time during which the number of listeners or viewers is the highest. In radio broadcasting, there are commonly two prime times: Morning drive (6 a.m. to 10 a.m.), and Afternoon or Evening drive (3 p.m. to 7 p.m.), Monday through Friday. In TV broadcasting, the only prime time is from 4 p.m. to 8 p.m., Monday through Saturday, and from 7 p.m. to 11 p.m. on Sunday.