Reference / Glossary / Buying and pricing
Prime Time
The evening block, 8 to 11 pm Eastern (7 to 10 Central), when television audiences peak and pricing is highest. Prime is the reference point for network pricing and the daypart most affected by the migration to streaming.
Cite this entry:
Agency Echelon. "Prime Time." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/prime-time/