Prime time
Prime time ( in Austria alternatively main evening program, also Engl. Primetime for the " important time " ) is in radio and television, the period of highest Hörbeteiligung or television sharing between 06:00 und 13.00 clock or clock 20.00 and 23.00 clock.
- 4.1 Program content
- 4.2 prime time and advertising
General
The distinction between the prime time ( in the Anglo -Saxon "prime time ") and the transmission times before and after is for the placement of radio and television broadcasts of major importance since it directly impacts listening and viewing figures and market shares depend. In particular, private television and radio stations rely on this distinction, because they can generate the highest advertising revenue per advertising minute during prime time. To ensure this, the radio and television stations must adapt their program to offer the daily graph of the audience, which means " dayparting " different time periods are set within one day. Here, the vertical dayparting takes into account the changing during a day listeners or viewers layers, each of which targeted programs are offered. The horizontal programming, however, starts from the course of the week and tries to position itself with "stripping " in the same time slot television series to achieve a bond program of the audience.
Radio and television
The prime time is based on the usage habits of the recipients. These are extremely different in radio and television. Internationally, the time window of the prime time of the socio-cultural conditions depends affecting the listening and viewing habits.
Radio
On the radio, primetime is also called " Drive Time", the 6:00 to 9:00 and 16:00 to 18:00 clock and is expected to reach the commuter car radio. Programs that receive a time slot during that period, can count with the highest ratings. Between the two is the amount of time the " daytime". Any shipment outside of this core program area reached only a relatively small part of the audience. During the " drive time" radio targeted programs aired. These include not only the music of the traffic, frequent time announcements or specific radio advertising such as car ads; be avoided greatly distracting or lengthy interviews. Also typical is the interval of news broadcasts, which often follow in the half hour interval. Even in the United States is the " drive time" is an important part of the daily news broadcasts, especially since it is the only time where the audience figures exceed the television news at the radio news. Also, special interest programs are based as far as possible on that program format.
TV
On television you can on weekdays between the morning time slots (open from 07:00 bis 09:00 clock ), time of day ( 09:00 bis 16:30 clock ), the "early fringe" (also: access primetime or pre primetime, from 17: 00 to 20:00 clock and 16:30 bis 19:30 clock ), the "prime time " ( 20:00 bis 23:00 clock ), the "late fringe" ( 23:00 bis 01:00 clock ) and distinguish the "late night " ( 01:00 bis 07:00 clock ). Each of these periods has a specific composition of the audience, because " daytime" achieved mainly housewives and retirees, while "late night " applies to shift workers and night people. The prime time, however, combines all families. These viewers layers as a target group served by a tailored to their program and promotional offer. The time slot of the access prime time is preferably is in Germany and Austria with tabloids, soap operas and sitcoms. In the public television placement is more expensive productions during prime time irrelevant, since it is subject pursuant to § 16 Section 1 of the State Broadcasting Treaty a total advertising ban. Here Are costly productions shown, they must be financed from general revenue, because specific advertising revenue can not be generated. In contrast, the commercial television broadcasting slots achieve during "prime time " the highest advertising revenue per minute, so that a high contribution margin can be achieved with film rights. In the time window of the prime time television use of the particularly important for advertisers target demographic is particularly large.
In the American television prime time in sub-phases is divided. " Early evening " or "early fringe" is 5:00 p.m. to 7:30 p.m., while the "peak time" is 19:30 to 21:00 clock with the highest ratings. From 23:00 clock starts "late evening" or "late fringe". Here ( already Sundays 19 clock ) ( Sundays 18 clock ) is "prime time " means the period of 20 clock to 23 clock in the coastal time zones and 19 clock to 22 clock in the domestic time zones, where the use of television is particularly high.
Binding
It is the goal of radio and television, if possible, to gain the listeners / viewers gained prime-time for the following programs. This can be technically supported by preliminary circuits in split screen or by curious -making program announcements. The recipients often seem to consume several programs one after the other, because they want to see both the beginning and the end, especially since there are few alternatives at the same time beginning at other stations. Measured this viewer loyalty, but especially the migration of viewers between successive broadcast or in commercials, by the audience flow.
Viewer loyalty depends on the recognition and repeatability, the essential attributes of television series. But even game shows or talent shows to meet these criteria and are therefore preferred aired in prime time. A viewer loyalty, however, can not be produced when a television series at different time slots will be broadcast.
Germany
The regulations for prime time can be found in Germany in the national media laws. According to § 33b para 3 LMG NRW prime time on the radio is periodically in time from 6:00 clock to 12:00 clock, on television in the period from 19:00 clock to 23:00 clock. In § 6, paragraph 2, sentence 4 of the Lower Saxon media law, the " prime time radio are regularly in the period between 6.00 und 13.00 clock, on television regularly during the period between 19.00 und 23.00 clock, with the exception of the local or regional television where the prime time is regularly in time is between 15.00 und 20.00 clock. " from this it can be seen that there is even within Germany no single prime time.
Movies and other TV shows in the prime time to begin most programs, but only at 20:15 clock. Attempts to have these already start at 20:00 clock, have not prevailed. The reason for the insistence of the audience to 20:15 clock as the start time of the "prime time " is the time slot over decades established the newscast daily show of 20:00 bis 20:15 clock. Not only does this show itself many regular binds Rather, their well-established date has also meant that most viewers expect shipments to begin at 20:15 clock - even those who have not seen the news, often only switch to 20: 15 a clock.
Program content
The public broadcasters had during prime time in 1999 focusing on programs with information or news (ARD 39.3%, ZDF: 45.4 %), while RTL with 24.7% significantly lagged. Conversely, the conditions in fiction. ProSieben here leads with 47.6 %, followed by RTL with 45.3 % (ARD: 35.7 %, ZDF: 31.2 %).
Mid-seventies, the political magazines have been moved from prime time in the later evening to free up those coveted slots for feature entertainment by ARD and ZDF. The prime time after 20:15 clock was reserved in 1978, the entertainment, political magazines had to yield to 21.00 clock, and later even to 21:45 clock. The ARD must be " at 20:15 clock an offer for majorities do," recognized the ARD entertainment coordinator. In the country's media law is also settled that 30 % of a window program must be in the prime time ( § 27 para 2 LMG NRW).
Viewers magnets such as live broadcasts ( sports, royal weddings) are planned as far as possible that they can be broadcast in prime time; important decisions at the Olympic Games must be played live during the American prime time.
Prime time and advertising
The public broadcasters are from 20:00 clock after the State Broadcasting Treaty a total ban on television advertising. However, there are not to the private broadcasters, this restriction. You can contribute to the "prime time " on mass appeal program offerings, primarily from the entertainment area, fall back. These ensure high ratings and thus for high advertising revenues during the most expensive advertising time per minute. A television production was worth it, if its cost is less than the rehearsed during the broadcast advertising revenue. This probability is highest in the time window of the "prime time ". It may come to demand overhangs for advertising opportunities during prime time, which the sender try to reroute through appropriate pricing policies to other timeslots in the sense of entire day optimization. In the private sector the commercial portion was continuously in favor of " daytime" or "late evening" degraded; this so-called " prime time, equalization " is aiming to achieve through attractive programs before or after prime time.
Austria
Similar to Germany begins in Austria in prime time in general at 20:15 clock, since here the use of television, the treasured for advertisers target group is the greatest. This target group consists of persons aged 12 to 49 years. However, there is no standardized definition of " prime time ". Thus, a two-hour lasting period as Prime Time is colloquially referred to, which begins at 20:15 clock. According to the Austrian branch of SevenOne Media, the main evening program starts 15 minutes earlier already, the ORF can already begin at 19:25 clock the prime time.
Switzerland
In German-speaking Switzerland, the prime time has prevailed at 20:00 clock. The main news broadcast evening news starts there already at 19:30 clock.
Internationally
In Europe, make fictional productions for the largest share in prime time. Are dominating in countries with a high in-house production, the domestic productions. In the UK, making the indigenous productions in prime time from 62%, in France 71%, Germany is 70%, Spain 43% and Italy reached 46%. In France there is a quota system, which in prime time must be 50 % of all broadcast programs French or European origin. There are soap operas, specially designed for the "prime time " are designed ( " primetime soaps ").
France
In France, the Prime Time ( Première partie de soirée ) begins 20:40 to 21:00 clock and ends around 23:30 clock.
Netherlands
As in Germany, the Dutch prime time must not conflict with the news magazine of NOS Journaal and therefore only starts at 20:30 and ends around 22:30 clock clock.
Italy
In Italy, Prime Time ( Prima serata ) starts around 20:00 clock and ends around 23:00 clock.
Japan
In the Japanese television prime time runs from 19:00 bis 23:00 clock. Of these, a sort of " Super Prime Time" is still distinguished, Golden Time, which lasts from 19:00 bis 22:00 clock.