Estrella TV finished the July ratings period with one of its strongest performances of the season, posting consistent growth in prime time among adults 18-49 while rival Spanish-language broadcasters saw declines.
The MediaCo-owned network delivered 18,300 viewers in the key demo during the final week of July across Monday-Sunday prime, marking its fifth-highest weekly delivery this season. The figure represented a 24 percent increase over its season-to-date average.
For the month, Estrella TV averaged 13,800 viewers among adults 18-49 in prime, up 13 percent from July 2024, when it averaged 12,200. It was the fourth consecutive month, and the sixth in the last eight, that the network reported year-over-year gains in this audience.
By comparison, Univision and Telemundo each posted year-over-year declines in July among adults 18-49 in Monday-Sunday prime, down 35 percent and 21 percent, respectively. Unimas saw a 15 percent lift in July, largely driven by FIFA Mundial coverage, though its audience dropped 43 percent in the final week once soccer content tapered off.
Programming strength helped fuel Estrella TV’s performance. “Alarma TV” at 9 p.m. averaged 30,400 viewers in the demo during July, up 37 percent compared to its season-to-date average. In the final two weeks of the month, the show climbed even higher, averaging 38,100 and 35,700 viewers.
“Tengo Talento, Mucho Talento” at 8 p.m. ended July with 18,700 viewers in the demo, 10 percent above its season-to-date average. “100 Latinos Dijeron” at 7 p.m. also surged, delivering 18,700 viewers in the final week, a 23 percent increase over its typical audience.
Executives said the ratings gains underscore the network’s growing appeal with younger Hispanic audiences. Estrella TV is continuing to bolster its lineup with new content, including the live music and reality competition “Objetivo Fama,” which premiered August 2 at 8 p.m. Eastern.
Later this month, Estrella TV will lean into its sports strategy with a slate of soccer programming, highlighted by the August 16 broadcast of the Tigres vs. América Liga MX rivalry match.
