MediaCo Launches Sigma Audio Networks Targeting 150 Million Multicultural Consumers
MediaCo launched Sigma Audio Networks LLC, a national multicultural audio network targeting Hispanic, Black, Asian American and bicultural audiences across radio and digital to reach 150 million consumers. The network simplifies audio buys into single, scalable national ad packages and leverages MediaCo’s 20 million reach, boosting advertising revenues and margins.
1. EstrellaTV Expands Into Orlando Market
MediaCo Holding Inc. announced that EstrellaTV will launch its own television station, WDYB-CD, in Orlando, Florida, on March 24, 2026. This move replaces a 17-year affiliation with Hearst Television’s WKCF 18.3 and cements EstrellaTV’s direct presence in one of the fastest-growing Hispanic markets in the nation. Orlando’s Hispanic population has grown by more than 30% since 2010, representing over 25% of the metro area’s total viewers. The dedicated station will enable MediaCo to control programming, carriage negotiations and local advertising sales directly, potentially boosting local ad revenue by an estimated 20% in the first year of operation.
2. Historic Audience Growth Drives Prime-Time Momentum
In 2025, EstrellaTV delivered its strongest year for Adults 18–49 in prime time since the network’s launch, posting a 14% year-over-year increase in Mon–Sun prime viewership. This marks the first annual prime-time growth since 2018 and more than doubles the previous record gain of 6% achieved in 2013. Quarterly performance included a 23% increase in 2Q25, a 0.3% rise in 3Q25 and a record 57% surge in 4Q25. Consistent monthly gains were recorded in nine of the last 13 months, with December delivering consecutive year-over-year increases and late-night shows Noticiero Cierre de Edición and Alarma TV achieving their highest P18–49 averages of the quarter. Nielsen data confirms this represents the network’s strongest sustained momentum and positions EstrellaTV for further growth in 2026.
3. Launch of Sigma Audio Networks
MediaCo partnered to create Sigma Audio Networks LLC, a multicultural audio platform targeting Hispanic, Black, Asian American and bicultural audiences nationwide. Leveraging brands such as HOT 97, WBLS, EstrellaTV and Que Buena Los Angeles, Sigma Audio offers advertisers a single-buy solution across radio, digital audio and live events. The network unifies over 150 million multicultural listeners, simplifies national buying workflows and aims to scale through syndication and creator partnerships. Executives project that the consolidated network could capture up to 15% of the national multicultural audio ad market within two years, driven by streamlined trafficking, data-driven audience planning and culturally anchored content.