MediaCo Achieves +14% Prime-Time Audience Growth, Launches Sigma Audio Network
MediaCo Holding (MDIA) will launch Orlando station WDYB-CD as EstrellaTV on March 24, 2026, expanding its Hispanic market footprint. In 2025, EstrellaTV achieved a record +14% year-over-year P18–49 prime-time audience growth and MediaCo launched Sigma Audio Networks LLC to scale national multicultural audio advertising.
1. EstrellaTV Expands into Orlando Hispanic Market
MediaCo Holding Inc. announced that EstrellaTV will launch station WDYB-CD in Orlando, Florida on March 24, 2026, marking the network’s direct entry into one of the nation’s fastest-growing Hispanic markets. For the past 17 years, Hearst Television’s WKCF 18.3 served as EstrellaTV’s affiliate in Orlando, delivering a combined average weekly reach of over 300,000 Hispanic viewers. By establishing its own outlet, MediaCo aims to increase local ad inventory by 25% and offer tailored programming that reflects Orlando’s diversity, including live coverage of regional athletic events and locally produced entertainment blocks.
2. Historic 14% Prime-Time Audience Growth in 2025
In 2025, EstrellaTV delivered its strongest performance among Adults 18–49 in prime time in more than a decade, posting a 14% year-over-year increase across Monday through Sunday evenings. This surge more than doubled the network’s previous annual record gain of 6%, based on 16 years of January–December Nielsen panel data. Quarterly growth trends included a 23% increase in 2Q25, a 0.3% rise in 3Q25 and a record 57% jump in 4Q25. The network also achieved year-over-year monthly gains in nine of the last 13 months, with December’s late-night news and fringe lineup delivering a P18–49 average of 35,200 viewers for Noticiero Cierre de Edición and strong performance from shows Alarma TV and Tengo Talento, Mucho Talento.
3. Launch of Sigma Audio Networks for Multicultural Advertisers
MediaCo has partnered to launch Sigma Audio Networks LLC, a national audio network designed to modernize radio buying for Hispanic, Black, Asian American and bicultural audiences. Leveraging MediaCo’s portfolio of brands—WBLS-FM, HOT 97, EstrellaTV and Que Buena Los Angeles—Sigma offers advertisers a single, scalable buy across premium programming, digital audio and live experiences. The network aims to consolidate fragmented buying processes, projecting to reach over 150 million multicultural consumers. Leadership comments highlight Sigma’s ability to deliver national scale with cultural precision, supported by syndication deals and creator partnerships to drive continued audience growth.