MediaCo's EstrellaTV Scores Big with 24% Rise in Prime Ratings Among Adults 18-49

EstrellaTV, owned by MediaCo Holding Inc., saw a 24% increase in prime time viewership among Adults 18-49 in July 2025, driven by top programs like "Alarma TV" and "Tengo Talento, Mucho Talento." The network averaged 13.8k viewers in the prime demographic, up 13% from July 2024, marking the fourth consecutive month of year-over-year growth.

EstrellaTV, the multiplatform Spanish-language network owned by MediaCo Holding Inc. (Nasdaq: MDIA), has reported significant gains in prime time viewership among Adults 18-49 in July 2025. The network saw a robust 24% increase in viewership during the final week of July, marking the fifth highest weekly prime delivery of the season [1]. This performance capped a month in which EstrellaTV averaged 13.8k viewers in the prime demographic, representing a 13% year-over-year increase from July 2024 (12.2k) [1]. This growth is part of a consistent trend of year-over-year gains, with the network experiencing such increases for the fourth consecutive month and the sixth time in the past eight months [1].

The strong performance was driven by popular programs such as "Alarma TV" and "Tengo Talento, Mucho Talento." "Alarma TV," which aired at 9 p.m., averaged 30.4k viewers in July, a 37% increase over its season-to-date average. In the final two weeks of the month, the show's viewership soared even higher, averaging 38.1k and 35.7k viewers, respectively [1]. "Tengo Talento, Mucho Talento," which aired at 8 p.m., delivered 18.7k viewers in the final week, a 10% increase over its season-to-date average [1]. Additionally, "100 Latinos Dijeron," which aired at 7 p.m., saw a 23% increase in viewership during the final week, reaching 18.7k viewers [1].

By contrast, top Spanish-language networks Univision and Telemundo posted year-over-year declines in July among P18-49 in MS prime of -35% and -21%, respectively. Unimas saw a 15% bump year-over-year for July, largely driven by FIFA Mundial coverage, but without the heavy soccer content in the final week, Unimas' audience fell -43% compared to its average across the first three weeks of the month [1].

MediaCo Holding Inc. has been actively enhancing its programming strategy, adding more firepower to its summer season with the live music and reality competition show "Objetivo Fama," which premiered on August 2nd at 8 p.m. EST [1]. The show is building momentum with viewers and is part of a non-stop music and soccer programming line-up on August 16th, beginning at 8 p.m. EST with the heated Tigres vs. América Liga MX rivalry match [1].

EstrellaTV's continued growth underscores its relevance among younger Hispanic audiences and the strength of its programming strategy. The network's success is a testament to its ability to adapt and innovate in the competitive Spanish-language television market [1].

References:
[1] https://finance.yahoo.com/news/mediaco-estrellatv-caps-off-july-150500679.html
[2] https://www.businesswire.com/news/home/20250816153602/en/MediaCos-EstrellaTV-Caps-Off-July-With-Surging-Prime-Ratings-and-Strong-Year-Over-Year-Growth-Among-P18-49
[3] https://www.stocktitan.net/news/MDIA/media-co-s-estrella-tv-caps-off-july-with-surging-prime-ratings-and-six52brt5fgi.html