EstrellaTV Delivers Five-Year Highs, Leads Broadcast in Growth

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Key Terms

P18–49 technical

p18–49 denotes the demographic group of people aged 18 through 49, commonly used to measure audience size and appeal for media and advertising. Investors watch this group because advertisers often pay more to reach these viewers, so a larger or growing p18–49 audience can translate into higher ad revenue and stronger financial performance for companies that rely on advertising, similar to how a store values foot traffic among shoppers most likely to buy.

YoY financial

Year-over-year (YoY) measures how a financial number—like revenue, profit, or sales—has changed compared with the same period one year earlier, usually expressed as a percentage. It helps investors strip out regular seasonal swings (like holiday sales) by comparing apples to apples, so they can see whether a company’s underlying performance is truly improving, weakening, or holding steady. Think of it as checking this month’s report card against last year’s same month to spot real trends.

03/03/2026 - 09:00 AM

NEW YORK--(BUSINESS WIRE)-- MediaCo (Nasdaq: MDIA) today announced that EstrellaTV has reached its strongest ratings performance in nearly five years and is the fastest-growing broadcast network this season across English and Spanish-language television.

In a contracting marketplace, EstrellaTV is expanding.

Prime Is Breaking Out

+51% season-to-date growth in Mon–Sun P18–49 prime
40.9k P18–49 in February prime — highest since May 2022
+65% YoY growth in February
11 monthly YoY gains in the last 15 months
Out-delivered UniMás on 26 prime nights this season-to-date

Total Day P18–49 delivery climbed to 21.7k in February, its best performance since January 2021.

Programming Momentum Across the Schedule

Weekday growth vs. season-to-date averages:

100 Latinos Dijeron: +90%
Tengo Talento, Mucho Talento: +51%
Alarma TV: +43%
Noticiero Cierre de Edición: +60%
24 Horas Late: +75%

New daytime launch Sin Filtro delivered consistent double-digit performance out of the gate, peaking at 22.3k in February.

Weekend programming also accelerated, with Cine Estrella up +96% and multiple daytime blocks posting 80–98% gains.

“This is sustained growth, not a short-term spike,” said Brian Fisher, Chief Revenue Officer, MediaCo. “EstrellaTV is delivering audience acceleration while others are declining. For advertisers, that means scale, engagement, and competitive advantage - all in one place.”

With the largest percentage gains in broadcast this season, EstrellaTV continues to strengthen its position as a growth platform for brands seeking meaningful reach with P18–49 audiences.

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 Oct 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.