Is it rude to ignore a friend's phone calls?  He calls me about four or five more times in one day.?

Last night, I was talking to another friend. His (the other friend's call came in. I ignored it. I knew he would call back. He did call back. But I chose not to answer it. I did some errands. When he does call he don't leave a message. At times I hear him having a conversation with his annoying eight years old. Yes, I mean that. Also he watching TV and laughing about someting he saw on it. Sometimes he runs out of things to say. So I tell him I'm going to get something to eat.  It was like four or five months we did not talk. A week would go by and he did not call me. I've asked him numerous time not to call me late (past 10p or early in the am (8:30 - 9:00)