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

Holidays are prime time for steakhouses, when families and companies are often willing to pay up for pricier meals.

From The Wall Street Journal

Wirtz is on the verge of a haul and a home match against Wolves is the prime time for it.

From BBC

Wall Street trading floors are closed, but the American pastime has become prime time for upstart financial platforms known as prediction markets.

From Barron's

In the last few days alone, he could be seen on prime time TV as a judge on “The Voice” and rapping during the “Monday Night Football” intro.

From Los Angeles Times

If you do decide to opt for long-term care insurance: The American Association for Long-Term Care Insurance says the mid-50s is the prime time for someone to take out long-term-care insurance.

From MarketWatch