MediaCo's EstrellaTV Extends Breakout Momentum to Start 2026, Delivering Category-Leading Prime Time Growth
EstrellaTV, a division of MediaCo Holding Inc. (NASDAQ:MDIA), opened 2026 with decisive momentum, closing January with its fourth consecutive month of year-over-year prime time growth among Adults 18–49 and solidifying its position as the fastest-growing Spanish-language television network.
So far this season, EstrellaTV has posted a +46% increase in prime time, the largest percentage gain among all major Spanish-language broadcasters. Over the same period, Telemundo delivered a +9% increase, while Univision and UniMás declined by -17% and -37%, respectively.
Key Performance Highlights
- Prime Time Strength: EstrellaTV closed the final week of January averaging 33.2k Adults 18–49 viewers in Mon–Sun prime, marking its third-highest weekly performance of the season, contributing to a full month year-over-year increase of 18%.
- Total Day Growth: The network's final weekly delivery of 17.2k in January was its highest total day Adults 18–49 audience since the launch of Nielsen's Updated Big Data Plus Panel data source.
- Season-to-date Total Day Gains: EstrellaTV led the Spanish language TV networks with +15% growth, outpacing Telemundo (+12%) and significantly outperforming Univision (-14%) and UniMás (-36%).
- Sustained Weekly Wins: Through 18 weeks this season, EstrellaTV's Mon–Fri 6 p.m.–11 p.m. average has exceeded the same week last year 14 times, underscoring consistent audience engagement.
Programming Driving Performance
January's results were powered by a compelling mix of timely news, live sports, and proven franchises. Top telecasts included the January 3 news special Captura de Nicolás Maduro, high-energy Liga MX matches, and strong nightly performers Tengo Talento, Mucho Talento, Alarma TV, and Noticiero Cierre de Edición.
"This growth confirms that our investment in culturally relevant, high-impact programming is resonating," said Albert Rodriguez, CEO of MediaCo Holding Inc. "EstrellaTV is building durable momentum and strengthening its connection with today's U.S. Hispanic audience across every daypart."
"From an advertising standpoint, this is exactly the kind of sustained audience momentum brands are looking for," added Brian Fisher, Chief Revenue Officer of MediaCo Holding Inc. "EstrellaTV is delivering both growth and consistency at scale—creating a powerful platform for partners who want to reach engaged Hispanic audiences in premium viewing environments."
Source: Nielsen National TV View Program Report; National Sample; NTI Calendar for Monthly YoY comparisons; P18-49 AA (units) Program Based Dayparts (Strict Daypart) Mon-Sun 7p-11p (span). Total day performances based on ETV Total Day definition of MF 7a-2a & SS 12p-2a & M-Sa 630a-7a. Updated Big Data Plus Panel data source was used for monthly comparisons beginning with Sep 2025, prior to that, panel only data source was used for YoY comparisons.
About MediaCo
MediaCo Holding Inc. (NASDAQ:MDIA) is a diverse-owned, multi-platform media company serving multicultural audiences nationwide. Its powerhouse brands—including HOT 97, WBLS, EstrellaTV, Estrella News, Que Buena Los Angeles, and the Don Cheto Radio Network—reach more than 20 million people each month across television, radio, digital, and streaming platforms. Its Sigma Audio Networks LLC, a groundbreaking national multicultural audio network, is modernizing how advertisers reach America's growing multicultural audiences. Learn more at https://mediaco.now.
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