Drive Times
A radio term for the morning and evening rush hour time slots. These are considered prime times for radio listeners.
Contributed by: MarcommWise Staff
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DRIVE TIME - The hours when the most commuters are in their cars. During "drive time," radio advertising costs more because of increased listenership.
Drive time - In radio, the programming broadcast during the morning and evening commute.
Duplicated audience - The part of an audience reached by more than one media vehicle.
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Drive time Used in radio, this refers to morning and afternoon times when consumers are driving to and from work. See Daypart, above.
Drive time
The peak periods for radio listenership. Drive time is normally 6 a.m. to 10 a.m. and 3 p.m. to 7 p.m., when people are driving to and from work.
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In major media markets, advertising during drive time (7 to 9 a.m. and 4 to 7 p.m.) can run anywhere from $250 a minute to a whopping $1,000 a minute.
Time user must spend to 'acquire' is often used as a surrogate for 'relative worth or price paid,' in library research. For example, a user might be willing to expend drive time and a brief time in the library to check out a best seller, ...
 See also: Offer, Price, Marketing, Market, Point
  
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