MediaCo Holding shares surge 17.63% premarket after launching Sigma Audio Networks to modernize multicultural advertising.

MediaCo Holding surged 17.63% in premarket trading following the launch of Sigma Audio Networks LLC, a multicultural audio network designed to streamline national advertising campaigns for Hispanic, Black, and bicultural audiences. The initiative addresses longstanding fragmentation in multicultural audio buying by consolidating MediaCo’s premium programming, digital audio, and live experiences into a unified platform. Leveraging its established reach through brands like WBLS-FM and the Estrella Network, the network aims to align with modern agency workflows while expanding via syndication and creator partnerships. This strategic expansion underscores MediaCo’s leadership in multicultural media and positions it to capitalize on the growing demand for scalable, culturally relevant advertising solutions.