In a move designed to synchronize non-local advertising outreach for its audio and nascent video brands superserving multicultural audiences, publicly traded MediaCo Holding Inc. on Tuesday announced the launch of a national radio arm that places its Estrella Media assets under the same sales umbrella as two iconic New York audio brands.
Introducing Sigma Audio Networks, comprised of Adult R&B WBLS and Hip-Hop-focused WQHT “HOT 97” in New York and Estrella Media radio stations that include the “Qué Buena”-branded regional Mexican stations serving Southern California and other Spanish-language radio stations in the Dallas and Houston markets.
Explaining the reason for Sigma’s creation, MediaCo said, “For years, multicultural audio buying has been fragmented, complex and difficult to scale nationally. Despite radio’s proven ability to deliver reach and frequency, the infrastructure has not kept pace with how modern agencies plan and buy media. Sigma 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.”
Overseeing Sigma Audio is President/CEO Elisa Torres. “Together 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,” she said. “Sigma Audio was created to make multicultural audio buying simpler, more scalable, and aligned with how brands and agencies operate today.”
MediaCo Chief Revenue Officer Brian Fisher added, “We are thrilled to collaborate with Elisa and her team on the launch of Sigma Audio. Elisa 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.”
MediaCo President/CEO Albert Rodriguez commented, “This network is being built on MediaCo’s deep and growing roster of talent and content, as well as our foundation of operational excellence. Sigma Audio Networks expands and builds on our platform,
giving advertisers a smarter way to activate multicultural audio at scale.”
Some of the Hispanic advertising industry’s biggest agency leaders were pleased with Sigma’s launch. “The timing couldn’t be more opportune: Hispanic and multicultural are the fastest-growing consumer segments in America,” said Daisy Expósito-Ulla, founder and CEO of New York-based d expósito & Partners.
Former Omnicom executive and Hispanic marketing and advertising industry veteran Michael Roca added, “Today’s agencies need partners who can deliver both scale and cultural precision. Sigma Audio Networks gives brands a single, efficient way to reach today’s most influential growth audiences, with the contextual relevance and measurable impact that modern media planning demands.”
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