MediaCo's EstrellaTV Caps Off July With Surging Prime Ratings and Strong Year-Over-Year Growth Among P18-49
EstrellaTV, the multiplatform Spanish-language network owned by MediaCo Holding Inc. (NASDAQ:MDIA), closed out the July ratings period with significant momentum, notching some of its strongest audience gains of the season and extending a months-long trend of year-over-year growth in prime among Adults 18-49.
In the final week of July, EstrellaTV delivered 18.3k among P18-49 viewers in Monday-Sunday prime, marking the network's 5th highest weekly prime delivery this season and a substantial +24% increase over its season-to-date average. This robust performance capped a month in which EstrellaTV averaged 13.8k P18-49 viewers in the daypart, up +13% vs. July 2024 (12.2k). It was the fourth consecutive month and the sixth time in the past eight months that EstrellaTV has posted year-over-year gains in this key demo.
By contrast, top Spanish-language networks Univision and Telemundo posted year-over-year declines in July among P18-49 in MS prime of -35% and -21%, respectively. Unimas saw a +15% bump year-over-year for July, largely driven by FIFA Mundial coverage. However, without the heavy soccer content in the final week, Unimas' audience fell -43% compared to its average across the first three weeks of the month.
Strong prime time programming fueled EstrellaTV's July performance:
- Alarma TV (9p) averaged 30.4k P18-49 viewers in July, up +37% vs. its season-to-date average. In the final two weeks of the month, the show soared even higher, averaging 38.1k and 35.7k, respectively.
- Tengo Talento, Mucho Talento (8p) closed the month strong, delivering 18.7k P18-49 viewers in the final week, +10% above its STD average.
- 100 Latinos Dijeron (7p) was also a standout, climbing +23% vs. STD in the final week (18.7k vs. 15.2k).
These gains reinforce EstrellaTV's growing relevance among younger Hispanic audiences and the continued strength of its programming strategy. MediaCo's EstrellaTV added more firepower to its summer season with the live music, reality competition, Objetivo Fama, on August 2nd at 8PM EST. Since its premiere, the show is building momentum with viewers and part of a non-stop music and soccer programming line-up this Saturday, August 16th beginning at 8PM EST with the heated Tigres vs. América Liga MX rivalry match.
Source: Nielsen National TV View, National Sample; Panel Only, TV with Digital. Live+Same Day, Strict Daypart Averages Mon-Sun 7p-11p; P18-49 AA (units). Season-to-date (9/23/24-7/27/25), July 2025 (6/30/25-7/27/25); July 2024 (7/01/24-7/28/24).
ABOUT MEDIACO
MediaCo Holding Inc. (NASDAQ:MDIA) is a diverse-owned, multi-platform media company serving multicultural audiences across the U.S. Through its influential brands—including Hot 97, WBLS, EstrellaTV, Estrella News, Que Buena Los Angeles, and the Don Cheto Radio Network—MediaCo reaches over 20 million people monthly via television, radio, digital, and streaming platforms. Its content spans music, news, and entertainment across major local and national markets. Learn more at www.mediacoholding.com.
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