- Drive time
Drive time is the daypart analog to prime time for radio broadcasting. It consists of the morning hours when listeners wake up, get ready, and/or head to work or school, and the afternoon hours when they are heading home and before their evening meal. These are the periods where the number of listeners is highest and, thus, commercial radio can charge the most for advertising. Drive times coincide with rush hour.
The exact times vary: morning drive-times typically include 6-10 a.m.; afternoon drive-times typically include 3-7 p.m. In the United States, these are the time slots as defined by Arbitron for audience measurement. Because the contiguous United States spans four time zones, what constitutes drive time on one coast does not broadcast in drive time on the other, which can cause issues for nationally syndicated programs; this is not as much of an issue in morning drive, which usually incorporates a tape delay to air at the same time in all time zones, as it is for afternoon drive. This is not an issue in the United Kingdom or New Zealand, where the entire country is in the same time zone. Although Canada also spans several time zones, most of its drive time programs are local and are thus unaffected by these problems.
Mainstream stations employ high-status presenters for drive time shows. Examples include BBC Radio 1 who have Chris Moyles (on air in the morning) and Scott Mills (on air in the evening), and BBC Radio 2 who have Chris Evans (on air in the morning) and Simon Mayo (on air in the evening). In the United States, popular national hosts who are associated with morning drive include Howard Stern, Ryan Seacrest and Don Imus, while Sean Hannity (east coast) and Michael Savage (west coast) are associated with afternoon drive.
For popular music-oriented stations, morning drive-time is typically dominated by the "morning zoo" genre of radio program, with the afternoon portion is often given over to music (often in commercial-free blocks, especially in markets with long commute times) and light entertainment features. For news/talk stations, drive-time is characterized by regular news updates, as well as extremely frequent updates on traffic and weather forecasts to help commuters get to and from work. Primary news talk radio stations are almost always local during this time period.
In the United Kingdom and Australia, the term "drivetime" is used almost exclusively to refer to the peak evening period (most commonly 16.00–19.00); the term used for the period of peak morning listening is "breakfast," akin to the phrase breakfast television used for morning TV shows.
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drive time — UK US noun [U] MARKETING ► the time during which people drive to or from work, considered to be a good time for radio advertisements: »It s always been accepted that radio reaches people in drive time and television reaches them in prime time.… … Financial and business terms
drive-time — UK US noun [U] MARKETING ► the time during which people drive to or from work, considered to be a good time for radio advertisements: »It s always been accepted that radio reaches people in drive time and television reaches them in prime time.… … Financial and business terms
drive time — ☆ drive time n. either of the two weekday time periods during which many people drive to or from work and, while doing so, listen to a car radio: term used chiefly in connection with radio programming drive time adj. * * * ➡ radio * * * … Universalium
drive time — ☆ drive time n. either of the two weekday time periods during which many people drive to or from work and, while doing so, listen to a car radio: term used chiefly in connection with radio programming drive time adj … English World dictionary
drive-time — ˈdrive time ; adjective • a drive time radio show Main entry: ↑drive timederived … Useful english dictionary
Drive Time — ist neben der Prime Time die zweite Spitzenzeit beim Hörfunk. Sie bezieht sich auf die Zeit zwischen 16 und 19 Uhr, wenn die meisten Hörer nach Feierabend im Auto sitzen, und auf dem Weg nachhause Radio hören. Neben zusätzlichen Sonderprogrammen … Deutsch Wikipedia
drive time — drive′ time n. rtv cvb bus the rush hour, when commuters listen to car radios: perceived as a source of increased ratings for programs and a consequent increase in advertising revenue • Etymology: 1965–70 … From formal English to slang
drive time — noun : the time during rush hour when radio audiences are swelled by commuters listening to car radios * * * drive time noun 1. The time taken to complete a journey by road 2. The time of day when many people are travelling to or from work, esp… … Useful english dictionary
drive time — noun a) The time it takes to drive between two points. My commute drive time is usually 45 minutes, but it can be 20 if I leave at 5:30am. b) The time of the day when most people commute to work, seen as a popular time to listen to the radio.… … Wiktionary
drive time — WikiB Drive time refers to the period of time where the majority of radio listeners travel to or from work (i.e. rush hour). This is traditionally 6 10 am and 2 6 pm, and is normally accompanied by radio stations highest listenership. Commercials … Audio and video glossary