Prime time TV refers to the time slot when television typically attracts the most viewers. This strategic period begins before the main evening news broadcast and extends until after the airing of the evening’s flagship films or programs, with a typical audience peak between 9:15 p.m. and 9:30 p.m. Airing an advertisement during prime time TV primarily aims to achieve brand awareness objectives and sometimes to strengthen brand image. It’s worth noting that prime time TV viewership is generally higher on weekdays than on weekends. Studies show that, despite equivalent GRP scores, advertising effectiveness does not appear to be greater during prime time TV compared to other time slots.