Prime Time is where all the money is spent. Right? According to some estimates close to 80% of the advertising money is spent during the Prime Time and it would be fair to say that at least 70% of that money is spent on the top 3 channels. As an advertiser if you target the female audience, which normally is the case with a large number of advertisers, then the afternoon band offers great value.
The afternoon time band would have high viewer ship from 3 categories: house wives, teaching women and kids. If we look at the TVR numbers, the afternoon time band delivers on an average 1/3rd of the TRPs delivered during the prime time band.