prime time
/ˈpraɪm taɪm/
Meaning
This term refers to the block of television or radio programming that occurs during the mid-to-late evening (typically 8:00 PM to 11:00 PM), when the largest audience is tuned in. Figuratively, it can also refer to a period of peak popularity, readiness, or high-profile exposure.
Examples
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Ad slots during prime time are incredibly expensive because of the high viewership.
Ad slots during prime time are incredibly expensive because of the high viewership.
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The network decided to move the hit sitcom to a prime time slot on Thursdays.
The network decided to move the hit sitcom to a prime time slot on Thursdays.
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I rarely watch prime time television anymore since I switched to streaming.
I rarely watch prime time television anymore since I switched to streaming.
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The presidential debate will be broadcast live during prime time tonight.
The presidential debate will be broadcast live during prime time tonight.
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After years of playing in small clubs, the band is finally ready for prime time.
After years of playing in small clubs, the band is finally ready for prime time.
Common Mistakes
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✗ I woke up at prime time to catch my early morning flight.
✓ I woke up at peak time to catch my early morning flight.
'Prime time' specifically refers to evening broadcast hours (or peak attention), not just any busy time of day or early mornings.
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✗ This new software is not yet in its prime time.
✓ This new software is not yet ready for prime time.
The idiomatic phrase for being ready for mainstream release or peak performance is 'ready for prime time.'
Related Expressions
Practice
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Most major networks air their most popular dramas during ___.
💡 The peak evening viewing hours.
Show answer
prime time
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The young athlete proved she was ready for ___ with a stunning performance.
💡 The big stage or peak level of competition.
Show answer
prime time