{"id":928553,"date":"2026-01-20T09:17:15","date_gmt":"2026-01-20T14:17:15","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/"},"modified":"2026-01-20T09:17:15","modified_gmt":"2026-01-20T14:17:15","slug":"sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/","title":{"rendered":"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide<\/b><\/p>\n<p class=\"bwalignc\"><i>First-of-its-kind, multicultural network targeting 42% of population, delivering scale, authenticity and modern media buying<\/i><\/p>\n<p>NEW YORK&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nMediaCo Holding Inc. (Nasdaq: MDIA) today announced the launch of <strong>Sigma Audio Networks LLC<\/strong>, a groundbreaking multicultural audio network with a bold mission: to fundamentally modernize how advertisers reach America\u2019s growing multicultural audiences.<\/p>\n<p>\nAs the United States continues to grow more diverse, <b>MediaCo\u2019s<\/b> long-standing leadership in serving Hispanic, Black and bicultural audiences has positioned it at the forefront of multicultural media. Through legendary brands like <b>WBLS-FM<\/b>, <b>HOT97,<\/b> the <b>Estrella Network<\/b>, <b>Que Buena Los Angeles<\/b>, and the <b>Don Cheto Radio Network<\/b>, MediaCo delivers unmatched cultural relevance, trusted voices and consistent daily connections with millions of listeners nationwide.<\/p>\n<p>\nSigma Audio Networks builds on that powerful foundation, combining MediaCo\u2019s national reach, longstanding credibility across the communities it serves and its deep content ecosystem to support a unified, national audio network designed for today\u2019s advertisers.<\/p>\n<p>\nFor years, multicultural audio buying has been fragmented, complex and difficult to scale nationally. Despite radio\u2019s proven ability to deliver reach and frequency, the infrastructure has not kept pace with how modern agencies plan and buy media.<\/p>\n<p>\nSigma addresses these challenges with a consolidated national audio network that enables advertisers to reach Hispanic, Black, Asian American and bicultural audiences through a single, scalable buy. The network combines premium programming, digital audio and culturally rooted live experiences to deliver efficient national reach aligned with modern agency workflows, with continued growth through syndication, creator partnerships and community experiences.<\/p>\n<p>\n\u201cSigma Audio was built to be the voice of Hispanic, Black, Asian American and bicultural audiences,\u201d said <b>Elisa Torres, President and CEO, Sigma Audio<\/b>. \u201cTogether with MediaCo, we will optimize our reach and grow with national scale and culturally-rooted programming, supporting our creators who inform, entertain and shape our communities. Sigma Audio was created to make multicultural audio buying simpler, more scalable, and aligned with how brands and agencies operate today.\u201d<\/p>\n<p>\n\u201cWe are thrilled to collaborate with Elisa and her team on the launch of Sigma Audio,\u201d said <b>Brian Fisher, Chief Revenue Officer, MediaCo<\/b>. \u201cElisa and her operations leadership have spent decades building, expanding and operating some of the most successful audio networks in the country. The foundation of Sigma Audio is built on the successful results of years of hands-on experience, deep operational knowledge, cultural expertise and a clear understanding of what it takes to build audio platforms that perform at national scale.\u201d<\/p>\n<p>\n\u201cThis network is being built on MediaCo\u2019s deep and growing roster of talent and content, as well as our foundation of operational excellence,\u201d said<b> Albert Rodriguez, President and CEO, MediaCo. <\/b>\u201cSigma Audio Networks expands and builds on our platform, giving advertisers a smarter way to activate multicultural audio at scale.\u201d<\/p>\n<p><i>Renowned multicultural advertising industry veterans commented on the network launch:<\/i><\/p>\n<p>\n\u201cThe timing couldn\u2019t be more opportune: Hispanic and multicultural are the fastest-growing consumer segments in America,\u201d said <b>Daisy Exp\u00f3sito-Ulla, AAF Hall of Fame inductee and Founder and CEO of d exp\u00f3sito &amp; Partners<\/b>.<\/p>\n<p>\n\u201cToday\u2019s agencies need partners who can deliver both scale and cultural precision. Sigma Audio Networks gives brands a single, efficient way to reach today\u2019s most influential growth audiences, with the contextual relevance and measurable impact that modern media planning demands,\u201d said <b>Michael Roca, former executive at Omnicom<\/b>.<\/p>\n<p><b>About Sigma Audio Networks<\/b><\/p>\n<p><b>Sigma Audio Networks LLC<\/b> is a U.S.-based multicultural audio network designed to modernize national radio buying for advertisers and agencies. Built around audiences, Sigma provides scalable, data-driven access to culturally influential consumers across radio and digital audio. The network delivers simplified buying and national reach\u2014bringing multicultural audio into the modern media era.<\/p>\n<p><b>About MediaCo<\/b><\/p>\n<p>\nMediaCo Holding Inc. (Nasdaq: MDIA) is a diverse-owned, multi-platform media company serving multicultural audiences across the U.S. Through its influential brands\u2014including Hot 97, WBLS, EstrellaTV, Estrella News, Que Buena Los Angeles, and the Don Cheto Radio Network\u2014MediaCo reaches over 20 million people monthly via television, radio, digital, and streaming platforms. Its content spans music, news, and entertainment across major local and national markets. Learn more at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.mediaco.now%2F&amp;esheet=54399885&amp;newsitemid=20260120213827&amp;lan=en-US&amp;anchor=www.mediaco.now&amp;index=1&amp;md5=501c829de1b8aca7429c89d434b8b3c1\">www.mediaco.now<\/a>.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260120213827r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20260120213827\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260120213827\/en\/<\/a><\/span><\/p>\n<p>\nMedia: <a rel=\"nofollow\" href=\"mailto:press@mediacoholding.com\">press@mediacoholding.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> New York United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Marketing Advertising Entertainment Digital Marketing Communications TV and Radio Media<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260120213827\/en\/2695612\/3\/MEDIACO_LOGO_2026.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide First-of-its-kind, multicultural network targeting 42% of population, delivering scale, authenticity and modern media buying NEW YORK&#8211;(BUSINESS WIRE)&#8211; MediaCo Holding Inc. (Nasdaq: MDIA) today announced the launch of Sigma Audio Networks LLC, a groundbreaking multicultural audio network with a bold mission: to fundamentally modernize how advertisers reach America\u2019s growing multicultural audiences. As the United States continues to grow more diverse, MediaCo\u2019s long-standing leadership in serving Hispanic, Black and bicultural audiences has positioned it at the forefront of multicultural media. Through legendary brands like WBLS-FM, HOT97, the Estrella Network, Que Buena Los Angeles, and the Don Cheto Radio Network, MediaCo delivers unmatched cultural relevance, trusted voices and consistent daily connections &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-928553","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide First-of-its-kind, multicultural network targeting 42% of population, delivering scale, authenticity and modern media buying NEW YORK&#8211;(BUSINESS WIRE)&#8211; MediaCo Holding Inc. (Nasdaq: MDIA) today announced the launch of Sigma Audio Networks LLC, a groundbreaking multicultural audio network with a bold mission: to fundamentally modernize how advertisers reach America\u2019s growing multicultural audiences. As the United States continues to grow more diverse, MediaCo\u2019s long-standing leadership in serving Hispanic, Black and bicultural audiences has positioned it at the forefront of multicultural media. Through legendary brands like WBLS-FM, HOT97, the Estrella Network, Que Buena Los Angeles, and the Don Cheto Radio Network, MediaCo delivers unmatched cultural relevance, trusted voices and consistent daily connections &hellip; Continue reading &quot;Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-20T14:17:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260120213827r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide\",\"datePublished\":\"2026-01-20T14:17:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\\\/\"},\"wordCount\":741,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20260120213827r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\\\/\",\"name\":\"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide - 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(Nasdaq: MDIA) today announced the launch of Sigma Audio Networks LLC, a groundbreaking multicultural audio network with a bold mission: to fundamentally modernize how advertisers reach America\u2019s growing multicultural audiences. As the United States continues to grow more diverse, MediaCo\u2019s long-standing leadership in serving Hispanic, Black and bicultural audiences has positioned it at the forefront of multicultural media. Through legendary brands like WBLS-FM, HOT97, the Estrella Network, Que Buena Los Angeles, and the Don Cheto Radio Network, MediaCo delivers unmatched cultural relevance, trusted voices and consistent daily connections &hellip; Continue reading \"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/","og_site_name":"Market Newsdesk","article_published_time":"2026-01-20T14:17:15+00:00","og_image":[{"url":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260120213827r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide","datePublished":"2026-01-20T14:17:15+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/"},"wordCount":741,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/#primaryimage"},"thumbnailUrl":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260120213827r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/sigma-and-mediaco-launch-audio-network-targeting-150-million-multicultural-population-nationwide\/","name":"Sigma and MediaCo Launch Audio Network Targeting 150 Million Multicultural Population Nationwide - 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