Mediaco Holding Gains Momentum with Strategic Audience Expansion

Mediaco Holding has reported substantial progress in building its market position as 2026 begins. The company’s strategic initiatives across broadcasting and digital audio are showing strong early results, setting a foundation for potential competitive strengthening in the months ahead.

A Dual-Pronged Expansion Strategy

The company’s growth is being driven by both content acquisition and physical expansion. In a significant move for its flagship EstrellaTV network, Mediaco secured exclusive broadcasting rights for the home matches of Mexican football clubs Tigres and FC Juárez. This agreement, covering the Torneo Clausura 2026, is set through April and is designed to deepen engagement with its core audience.

Complementing this content push, Mediaco is extending its broadcast footprint. A new station in Orlando is scheduled to launch on March 24, 2026, targeting Florida as one of the fastest-growing markets for multicultural media.

EstrellaTV Delivers Robust Viewer Growth

The early 2026 performance of EstrellaTV indicates a continuation of its positive trajectory. Prime-time viewership in January increased by 18% compared to the same month last year. A particularly notable surge was recorded in the key advertising demographic of viewers aged 18 to 49, which saw a 46% rise from the start of the season.

This builds upon the network’s successful 2025, which marked its first annual prime-time growth since 2018. The recent integration of live sports, such as the Liga MX matches, forms a central part of the strategy to sustain this viewer momentum.

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Sigma Audio Networks Launches with Major Reach

Mediaco is also making decisive strides in the audio sector. In response to significant listener growth in 2025—including an 18.3% increase in New York and a 25% rise in Los Angeles, according to Nielsen data—the company launched “Sigma Audio Networks” last month.

This new national platform is positioned to offer advertisers direct access to an estimated potential audience of 150 million listeners, representing a major scale-up of its audio advertising capabilities.

Leadership Restructured to Support Scale

To streamline operations in its core markets of New York, Chicago, and Denver, Mediaco made key leadership appointments at the end of January. Maire Mason assumed the role of Vice President and General Manager for local markets on January 26.

This appointment followed a series of strategic promotions across sales, marketing, and research departments, realigning the company’s management structure to support its expanded market presence.

The focus for the coming months will be on executing the physical expansion and evaluating content performance. The official Orlando launch on March 24 will be a key milestone, while viewer response to the Liga MX broadcasts through the season’s end in April will provide critical data on the long-term value of sports rights for network growth.