prime time

American  

noun

Radio and Television.

1. the hours, generally between 8 and 11 p.m., usually having the largest audience of the day.

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prime time British  

noun

1. the peak viewing time on television, for which advertising rates are the highest

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adjective

1. occurring during or designed for prime time

   a primetime drama

Etymology

Origin of prime time

First recorded in 1955–60

Example Sentences

“Agents aren’t ready for prime time in doing the kind of execution on financial tasks that carry a lot of weight or importance,” Kates said.

From MarketWatch • Mar. 19, 2026

But NBCU’s days of launching series for daytime and the hour before prime time are over.

From Los Angeles Times • Mar. 13, 2026

Three series from Jerry Bruckheimer Television currently fill CBS’s prime time schedule on Fridays: “Fire Country,” a drama about wildfire crews in California, that mixes working-class heroism with a dose of outlaw culture.

From The Wall Street Journal • Mar. 7, 2026

Long before all that, Gen X and Millennials came to know her through Jim Henson’s “The Muppet Show,” which originally aired from 1976 until 1981 on CBS’ prime time lineup.

From Salon • Feb. 28, 2026

I am in prime time to be dropping over!

From "The Hot Zone" by Richard Preston