Timeslot's Relationship To Radio and TV Revenue
Prime time is the daypart (block of a day's programming schedule) with the most viewers and is generally where television networks and local stations reap much of their advertising revenues. The Nielsen ratings system is explicitly designed for the optimum measurement of audience viewership by dayparts with prime time being of most interest. Most people tend to watch television at prime time because most people who are usually tired coming home from work or school tend to watch TV, usually right after dinner. This is usually the main reason for the high ratings for TV programming at this time, as well as the attractiveness of the timeslot for advertisers.
The existence of prime time in the United States is largely an artifact of now repealed regulations of the Federal Communications Commission, which limited the number of hours that a network can require its affiliates to broadcast.
Additionally, networks may also choose to provide local affiliates the opportunity to air sporting events or other special events which may fall outside of standard designated network broadcast times. Prime time for radio is called “Drive time” and, in Eastern and Pacific Time, is 6–10 a.m. and 3–7 p.m. and, for Mountain and Central Time, is 5–9 a.m. and 2–6 p.m..
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