early fringe

Delineation of time made by the television broadcast media for the purposes of selling commercial time on the basis of audience size and demographics. Early fringe is the time period from 4:30 p.m. to 7:30 p.m. (When local time is purchased in the Central Time Zone, early fringe is considered to be the time period from 3:30 p.m. to 6:30 p.m.) The name derives from the fact that the time period precedes prime time and is therefore on the early side (or fringe) of prime time. The cost of advertising in early fringe is less than in prime time, and the audience composition is similar (all-family). Thus, advertisers will purchase time in this segment in the hope of catching the prime-time viewer for less money than the cost of prime time. See also daypart.