EstrellaTV Delivers 14% Prime-Time Viewership Growth, MediaCo Unveils Sigma Audio Network
MediaCo’s EstrellaTV grew P18–49 prime-time viewership by 14% year-over-year in 2025—its first annual prime-time gain since 2018—and delivered a record 57% rise in 4Q25. It also launched Sigma Audio Networks LLC to create a unified national audio platform for advertisers targeting Hispanic, Black, Asian American and bicultural audiences.
1. EstrellaTV Expands into Orlando Market
MediaCo Holding Inc. announced that its EstrellaTV network will launch station WDYB-CD in Orlando, Florida on March 24, 2026. This move replaces a 17-year affiliation partnership with Hearst Television’s WKCF 18.3 and gives EstrellaTV direct operational control in one of the nation’s fastest-growing Hispanic markets. Orlando’s Hispanic population has grown by over 25% since 2015, representing more than 580,000 potential viewers. The new station will broadcast local news, sports and entertainment programming tailored to Central Florida’s bicultural audience, with initial investment in studio upgrades and local talent expected to total $4.5 million over the next two years.
2. Record Audience Growth in Prime Time
In 2025 EstrellaTV achieved its strongest ratings performance in more than a decade among Adults 18–49 during prime-time hours, posting a 14% year-over-year increase in Mon–Sun 7pm–11pm viewing. This marks the first annual prime-time gain since 2018 and more than doubles the network’s previous record of a 6% increase. Quarterly gains included a 23% jump in 2Q25, flat growth in 3Q25 and a historic 57% surge in 4Q25. Monthly year-over-year increases occurred in 9 of the last 13 months, with December driving momentum through late-night programming: Noticiero Cierre de Edición averaged 35,200 Adults 18–49 viewers at 10pm, while late-fringe shows Alarma TV and Tengo Talento, Mucho Talento delivered the highest monthly delivery in that daypart.
3. Launch of Sigma Audio Networks
MediaCo has partnered with Sigma Audio Networks LLC to launch a national multicultural audio network targeting 150 million Hispanic, Black, Asian American and bicultural listeners. Sigma Audio consolidates premium programming from WBLS-FM, HOT97, the Don Cheto Radio Network and other MediaCo brands into a single scalable offering. The new network addresses fragmented audio buying by providing advertisers a unified national reach, combining on-air radio, digital audio and live cultural events. Initial syndication deals cover 45 markets and are projected to deliver a 20% reduction in ad buy complexity and a 30% increase in cross-platform reach for major national advertisers by the end of 2026.