Industry jargon not your thing? Our glossary will enlighten you!
Primetime refers to the period in the evening when the highest number of viewers is recorded on television, typically between 20:00 and 23:00. This period is of critical importance for television broadcasters as it potentially offers the greatest reach and ratings peak during this time. The selection of programs to be broadcast during primetime is therefore strategic in order to achieve maximum attention.
Television: For television broadcasters, primetime is the most valuable time block, where the "flagship" series, biggest shows and most important news programs are placed.
Radio: Radio also has a comparable "drive time" that appeals to morning and evening commuting listeners.
Online streaming: The definition of primetime is beginning to change with the spread of streaming services that offer on-demand content. Users can watch content at any time, which is softening the traditional primetime.
Primetime not only attracts the most viewers, but is also the most expensive time for advertisers to place their commercials. Advertising prices are highest in primetime, as the likelihood of advertising being seen is highest at this time. TV broadcasters use detailed viewer analyses to optimize their programming and advertising strategies.
With the rise of digital streaming services such as Netflix, Amazon Prime and Hulu, traditional television primetime is undergoing a transformation. These platforms allow viewers to watch shows at a time of their choosing, effectively removing the concept of primetime. Usage peaks on these platforms may be different based on new releases and user habits.
Primetime content is often specifically designed to appeal to a wide range of demographics in order to maximize viewership. These include:
Drama series and sitcoms that develop a strong emotional connection and regular viewership.
Reality TV and game shows, which are popular due to their interactive and often unpredictable nature.
Sports broadcasts, which are best enjoyed live and therefore have high viewer loyalty.
Primetime refers to the hours in the evening when most people are available to watch television, usually between 20:00 and 23:00 locally.