Glossary/CTV, Video & Audio/Prime Time
CTV, Video & Audio
Prime Time
The peak evening TV daypart, roughly 8–11 p.m. Monday–Saturday and 7–11 p.m. Sunday in Eastern and Pacific time zones.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Prime time is the peak evening television daypart, roughly 8 to 11 p.m. Monday through Saturday and 7 to 11 p.m. on Sunday in the Eastern and Pacific time zones. It typically attracts the largest audiences and the most expensive advertising rates, carrying networks' flagship entertainment programming.