MediaCo Partners with Katz to Unlock Advertising Revenue in Top Hispanic Markets
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Dec 17 2025
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Should l Buy MDIA?
Source: Newsfilter
- Sales Representation: MediaCo has partnered with Katz Television Group, which will serve as the national media sales representative for MediaCo's EstrellaTV stations, focusing on political and direct response advertising, potentially significantly boosting advertising revenue.
- Viewership Growth: EstrellaTV has achieved a remarkable 92% year-over-year growth in prime-time ratings, establishing itself as one of the fastest-growing Spanish-language television networks in the U.S., indicating increasing attractiveness in the advertising market.
- Market Coverage: Katz will represent EstrellaTV in major Hispanic markets including New York, Los Angeles, Miami, Houston, Chicago, and Denver, thereby enhancing EstrellaTV's market presence and reach.
- Strategic Partnership: MediaCo's Chief Revenue Officer, Brian Fisher, stated that this partnership will accelerate EstrellaTV's monetization efforts by leveraging Katz's scale and expertise, ultimately improving advertisers' return on investment.
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About MDIA
MediaCo Holding Inc., its subsidiaries, and a variable interest entity, is an owned and operated multimedia company. The Company is focused on television, radio and digital advertising, premium programming and events. The Company manages its operations through two business segments: Audio and Video. The Company’s Audio Segment includes both MediaCo’s and Estrella’s radio stations serving New York City, NY, Los Angeles, CA, Houston, TX, and Dallas, TX demographic market areas that primarily target Black, Hispanic, and multicultural consumers. The Audio Segment derives revenues primarily from radio and digital advertising sales, but also generates revenues from events, including sponsorships and ticket sales, licensing, and syndication. The Company’s Video Segment includes Estrella’s television stations, offering an aggregation of Spanish-language programming, including originals, topical entertainment, reality, news, and comedy.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Historic Growth: EstrellaTV achieved a 14% year-over-year growth in 2025, marking the first annual increase for any Spanish-language TV broadcast network in four years, underscoring its leadership in the multicultural media space.
- Significant Competitive Advantage: Amidst overall audience erosion in the industry, EstrellaTV's 14% surge starkly contrasts with competitors like Telemundo's -7%, Univision's -8%, and UniMás's -17%, demonstrating the appeal of high-quality, culturally relevant programming to the P18-49 demographic.
- Sustained Growth Momentum: EstrellaTV is on track for its fourth consecutive quarter of growth among the P18-49 demographic, with a remarkable 57% increase in Q4 2025 and a strong 54% increase to date in Q1 2026, reflecting a deep connection with its audience.
- Dominant Broadcast Season Position: Over the first 19 weeks of the current broadcast season, EstrellaTV leads the pack with a 55% growth rate among the four growing broadcast networks, establishing itself as a preferred destination for advertisers in the 2025/26 season.
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- Strong Programming Performance: The January results were driven by a compelling mix of timely news, live sports, and popular franchises, including the January 3 news special 'Captura de Nicolás Maduro' and high-energy Liga MX matches, which solidified its appeal among U.S. Hispanic audiences.
- Advertising Market Appeal: MediaCo's Chief Revenue Officer, Brian Fisher, noted that EstrellaTV's sustained audience momentum provides brands with an ideal advertising platform, enabling them to reach engaged Hispanic audiences in premium viewing environments, thereby enhancing advertisers' confidence in their investments.
- Cultural Investment Returns: MediaCo CEO Albert Rodriguez emphasized that the investment in culturally relevant and high-impact programming is paying off, as EstrellaTV strengthens its connection with today's U.S. Hispanic audience, driving long-term business growth.
See More
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- Prime Time Performance: In the last week of January, EstrellaTV averaged 33.2k Adults 18-49 viewers during prime time, marking its third-highest weekly performance of the season and contributing to an 18% year-over-year increase for the month.
- Total Day Audience Growth: The network's total day audience reached 17.2k in January, the highest since the launch of Nielsen's Updated Big Data Plus Panel, indicating sustained viewer engagement.
- Programming Driving Success: January's results were fueled by a mix of timely news, live sports, and popular franchises, with CEO Albert Rodriguez noting that the investment in culturally relevant programming is resonating with today's U.S. Hispanic audience.
See More
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- Viewership Surge: EstrellaTV achieved a remarkable 46% year-over-year growth in January 2026, marking the largest percentage increase among major Spanish-language broadcasters, which underscores its strong competitive position in the market.
- Audience Engagement Boost: The network averaged 33.2k viewers aged 18-49 in the last week of January, representing its third-highest weekly performance of the season, further solidifying its leadership among Spanish-language TV networks.
- Strong Total Day Performance: EstrellaTV recorded a total day average audience of 17.2k in January, the highest since the launch of Nielsen's Updated Big Data Plus Panel data source, demonstrating its ability to attract viewers across all dayparts.
- Programming Driving Growth: The success in January was fueled by a compelling mix of timely news, live sports, and proven franchises, with CEO Albert Rodriguez noting that the investment in culturally relevant programming is resonating with today's U.S. Hispanic audience.
See More
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- Comprehensive Broadcast Plan: EstrellaTV has announced full coverage of Tigres and FC Juárez home matches throughout the 2026 Clausura season, running from January to April 2026, ensuring fans can watch every game.
- Multi-Platform Coverage: All matches will be aired on its linear network, FAST channel, and the EstrellaTV app, including pre-game, halftime, and post-game shows, significantly enhancing viewer engagement and experience.
- Major Market Reach: EstrellaTV will broadcast in local TV stations across major markets including Los Angeles, New York, Houston, Dallas, Miami, Chicago, and Denver, ensuring a broad audience base and strengthening brand presence.
- Free Viewing Convenience: COO René Santaella emphasized that fans can easily find EstrellaTV to watch games, highlighting the platform's user-friendly and accessible viewing experience.
See More
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- Impressive Quarterly Performance: According to Nielsen data, EstrellaTV's fourth-quarter viewership increased by 57% compared to the same period in 2024, marking the largest quarterly year-over-year gain in the network's history, further solidifying its market position.
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See More
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- Historic Growth: EstrellaTV achieved a 14% year-over-year growth in 2025, marking the first annual increase for any Spanish-language TV broadcast network in four years, underscoring its leadership in the multicultural media space.
- Significant Competitive Advantage: Amidst overall audience erosion in the industry, EstrellaTV's 14% surge starkly contrasts with competitors like Telemundo's -7%, Univision's -8%, and UniMás's -17%, demonstrating the appeal of high-quality, culturally relevant programming to the P18-49 demographic.
- Sustained Growth Momentum: EstrellaTV is on track for its fourth consecutive quarter of growth among the P18-49 demographic, with a remarkable 57% increase in Q4 2025 and a strong 54% increase to date in Q1 2026, reflecting a deep connection with its audience.
- Dominant Broadcast Season Position: Over the first 19 weeks of the current broadcast season, EstrellaTV leads the pack with a 55% growth rate among the four growing broadcast networks, establishing itself as a preferred destination for advertisers in the 2025/26 season.
See More
EstrellaTV Achieves Four Consecutive Months of Viewership Growth
- Viewership Growth: EstrellaTV closed January 2026 with a remarkable 46% year-over-year increase in prime time among Adults 18-49, marking its fourth consecutive month of growth and establishing itself as the fastest-growing Spanish-language network in the U.S.
- Strong Programming Performance: The January results were driven by a compelling mix of timely news, live sports, and popular franchises, including the January 3 news special 'Captura de Nicolás Maduro' and high-energy Liga MX matches, which solidified its appeal among U.S. Hispanic audiences.
- Advertising Market Appeal: MediaCo's Chief Revenue Officer, Brian Fisher, noted that EstrellaTV's sustained audience momentum provides brands with an ideal advertising platform, enabling them to reach engaged Hispanic audiences in premium viewing environments, thereby enhancing advertisers' confidence in their investments.
- Cultural Investment Returns: MediaCo CEO Albert Rodriguez emphasized that the investment in culturally relevant and high-impact programming is paying off, as EstrellaTV strengthens its connection with today's U.S. Hispanic audience, driving long-term business growth.
See More
EstrellaTV Achieves Four Consecutive Months of Viewership Growth
- Viewership Growth: EstrellaTV achieved four consecutive months of year-over-year growth in January 2026, with a remarkable 46% increase among Adults 18-49, making it the fastest-growing Spanish-language network among major broadcasters.
- Prime Time Performance: In the last week of January, EstrellaTV averaged 33.2k Adults 18-49 viewers during prime time, marking its third-highest weekly performance of the season and contributing to an 18% year-over-year increase for the month.
- Total Day Audience Growth: The network's total day audience reached 17.2k in January, the highest since the launch of Nielsen's Updated Big Data Plus Panel, indicating sustained viewer engagement.
- Programming Driving Success: January's results were fueled by a mix of timely news, live sports, and popular franchises, with CEO Albert Rodriguez noting that the investment in culturally relevant programming is resonating with today's U.S. Hispanic audience.
See More
EstrellaTV Achieves Four Consecutive Months of Viewership Growth
- Viewership Surge: EstrellaTV achieved a remarkable 46% year-over-year growth in January 2026, marking the largest percentage increase among major Spanish-language broadcasters, which underscores its strong competitive position in the market.
- Audience Engagement Boost: The network averaged 33.2k viewers aged 18-49 in the last week of January, representing its third-highest weekly performance of the season, further solidifying its leadership among Spanish-language TV networks.
- Strong Total Day Performance: EstrellaTV recorded a total day average audience of 17.2k in January, the highest since the launch of Nielsen's Updated Big Data Plus Panel data source, demonstrating its ability to attract viewers across all dayparts.
- Programming Driving Growth: The success in January was fueled by a compelling mix of timely news, live sports, and proven franchises, with CEO Albert Rodriguez noting that the investment in culturally relevant programming is resonating with today's U.S. Hispanic audience.
See More
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- Comprehensive Broadcast Plan: EstrellaTV has announced full coverage of Tigres and FC Juárez home matches throughout the 2026 Clausura season, running from January to April 2026, ensuring fans can watch every game.
- Multi-Platform Coverage: All matches will be aired on its linear network, FAST channel, and the EstrellaTV app, including pre-game, halftime, and post-game shows, significantly enhancing viewer engagement and experience.
- Major Market Reach: EstrellaTV will broadcast in local TV stations across major markets including Los Angeles, New York, Houston, Dallas, Miami, Chicago, and Denver, ensuring a broad audience base and strengthening brand presence.
- Free Viewing Convenience: COO René Santaella emphasized that fans can easily find EstrellaTV to watch games, highlighting the platform's user-friendly and accessible viewing experience.
See More
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- New Platform Launch: MediaCo has launched Sigma Audio Networks LLC, integrating multiple brands to provide advertisers access to diverse audiences, which is expected to enhance advertising revenue and market share.
- Viewership Growth: EstrellaTV achieved a 14% annual growth in 2025, particularly among the 18-49 age group, marking its first annual growth since 2018 and indicating increased appeal to younger audiences.
- Impressive Quarterly Performance: According to Nielsen data, EstrellaTV's fourth-quarter viewership increased by 57% compared to the same period in 2024, marking the largest quarterly year-over-year gain in the network's history, further solidifying its market position.
- Market Performance Analysis: MediaCo has a market capitalization of $55.22 million, with its stock down 37.04% over the past 12 months, reflecting weak investor sentiment; despite recent gains, the long-term trend suggests caution is warranted.
See More
