relating to the time in the evening when most people are watching television, and the cost of advertising is at its most expensive:
• The three major networks' combined share of the prime-time audience has fallen to a new low.
• Warner will have about 20 series on prime-time television in the fall.
— prime time noun [uncountable] :
• The President will address the nation with a televised speech in prime time.
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prime time UK US noun
► [U] COMMUNICATIONS, MARKETING in television and radio broadcasting, the time of day when the largest number of people are watching or listening: »
The show aired Sunday evening in prime time and was watched by 15.7 million viewers.
»The advertisement will be broadcast during prime time.
► [S] a good time for doing something: »
Real estate investors say now is a prime time to purchase a home.
»As spring kicks into action, this can be a prime time to start that home renovation project.
Financial and business terms. 2012.