LA TV: Telemundo Resurges, Call It The Bad Bunny Effect

Telemundo, the NBCUniversal-owned Spanish-language network, is experiencing significant viewership growth and increased relevance, defying earlier predictions that Spanish-language television would decline. The network is gearing up for extensive coverage of this summer’s FIFA World Cup championships, which it anticipates will be the largest Spanish-language media coverage in history.

Last year, Telemundo's evening news saw an 11% audience increase, according to Nielsen data. Its Los Angeles station, KVEA Channel 52, has surpassed long-standing rivals like Walt Disney Co.’s KABC and Univision’s KMEX in local evening and late-night newscasts. Furthermore, its Telemundo Noticias (News) account on TikTok boasts 16 million followers, outranking major English-language news outlets.

The L-A Times reports this resurgence is attributed to a combination of cultural and demographic shifts, including a renewed sense of pride in the Spanish language among Latinos (referred to as the "Bad Bunny effect"), and a strategy to deliver content directly relevant to its audience. Gemma Garcia, Telemundo’s executive vice president for news, noted, "We are growing because we are telling the stories that are important to our audience."

News anchor Julio Vaquiero

A key factor in Telemundo's rise was NBCUniversal’s substantial investment, particularly in securing the U.S. Spanish-language media rights for the FIFA World Cup in 2011, dethroning long-time broadcaster Univision. This strategic advantage, combined with Univision's own struggles under various ownerships, has further propelled Telemundo.

The Miami-based division has a strong social media presence. Its Telemundo Noticias (News) account boasts 16 million followers on TikTok, topping ABC News, CNN and Fox News.

Earlier forecasts for Spanish-language TV's decline were based on the idea that as the Latino population growth increasingly came from U.S. births, rather than immigration, English-speaking U.S.-born Latinos would turn to English media. However, the U.S. Latino population nearly doubled between 2000 and 2024, reaching 68 million, with cultural pride in Spanish language and identity seemingly strengthening.