This paper presents a new observability estimate for parabolic equations in $\Omega\times(0,T)$, where $\Omega$ is a convex domain. The observation region is restricted over a product set of an open nonempty subset of $\Omega$ and a subset of positive measure in $(0,T)$. This estimate is derived with the aid of a quantitative unique continuation at one point in time. Applications to the bang-bang property for norm and time optimal control problems are provided.