MUMBAI: Megacities like Mumbai, Chennai and Bangalore have grown during week 5 of COVID-19 driven by both reach and ATS, as per latest data from BARC and Nielsen. ATS for Mumbai has grown the most by 1 hour 42 minutes (39 per cent growth). 

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Megacities also showed growth in GECs except for Kolkata. Consistent growth was witnessed across the Hindi-speaking market over the southern market in week 15 (COVID week 5).

Prime-time, as well as non-prime time, registered growth.  While news and movies continued to grow, genre-wise, movies saw increased viewership.  

The news genre saw two-fold growth in the current week with 198 per cent followed by business news and movies. News grew to 16 per cent from seven per cent in the last few weeks as compared to the pre-COVID period

Growth in movie viewership is coming largely from pay platforms across urban and rural market (82 per cent, 69 per cent), respectively