First, it was MediaCo Holding Inc. CEO Albert Rodriguez to exit Spanish Broadcasting System (SBS) after serving as its No. 2 under founder Raul Alarcon Jr. Now, a former SBS VP of Corporate and Government Affairs and senior advisor to Rodriguez who departed the company at the end of 2023 is teaming up with him to serve in a newly created position designed to bring valued political advertising dollars to the publicly traded parent of Estrella Media and two big New York radio stations.
To strengthen its political operations, MediaCo has appointed Tomas N. Regalado as Vice President of Strategic Business Affairs. He will lead the political charge across all markets, says MediaCo, which adds that Regalado “brings a wealth of experience in political strategy and multicultural engagement.” He is the son of Tomás Regalado, presently Miami-Dade County’s Property Appraiser and a prominent pioneering Cuba-born journalist who worked at Spanish-language radio stations in Miami including WFAB-AM, and at TV stations WCKT and WLTV. Later, he served as the 42nd Mayor of the City of Miami and during President Trump’s first term in office was named as the Director of the Office of Cuba Broadcasting, which operates Radio and TV Martí.
The appointment of Regalado Jr. is concurrent with the launch of Mediaco’s 2026 Political Team, a 100+ person unit focused on political advertising and engagement across local markets across the U.S., with special emphasis on swing states.
In addition to using MediaCo’s own digital and linear assets, the company will tap into its partnership with Do It Outdoors to capture out-of-home consumers.
Rodriguez commented, “The 2024 election proved that multicultural audiences decided the outcome—and their influence continues to grow. Hispanics, Blacks, and Asians will be critical in the 2026 election, and MediaCo is the leader in reaching them. With our data and analytics, combined with our OOH capabilities through Do It Outdoors—including geofencing and shadow fencing—and our live news presence, we can identify, engage, and activate these voters like no one else.”
Regalado added, “Tapping into multicultural communities isn’t just about reach—it’s about trust and relevance. MediaCo has the local credibility and the national scale to deliver both. Winning campaigns begins with understanding people, not just demographics, and MediaCo has the trust of multicultural communities because we’ve been part of their daily lives for years—through local news, music, and culture. My focus will be on helping campaigns translate that connection into real results: building momentum on the ground, driving turnout, and making sure every message lands where it matters most. With tools like hyper-local live news, advanced analytics, and OOH precision through Do It Outdoors, we’re not just identifying voters—we’re moving them to action.”
Brian Fisher, who serves as MediaCo’s Chief Revenue Officer, commented, “Our team doesn’t just reach voters; we connect with them in meaningful ways. From on-air to digital to out-of-home, and through trusted live news, our integrated platforms—powered by data insights—allow campaigns to target the multicultural electorate more effectively than anyone else.”
As part of its expansion, MediaCo is seeking 20–25 new sellers to join its political team in key swing states.
