Call it the Bad Bunny Effect: Why Telemundo no longer is an underdog

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A few years ago, some were predicting the demise of Spanish-language television.

For the past twenty years, the Latino population has grown mostly due to births within the United States, rather than immigration. Many assumed this meant Spanish-language television would become less popular, as most U.S.-born Latinos speak English and have access to many different kinds of media.

But Telemundo has defied such forecasts to become one of the nation’s hottest news outlets.

Telemundo, the Spanish-language network owned by NBCUniversal, has been gaining viewers, especially as excitement builds for its coverage of the FIFA World Cup this summer. For years, it’s been a smaller network, but it’s now seeing increased popularity.

As a TV critic, I’ve been watching Telemundo’s rise with interest, and the numbers don’t lie. Last year, their evening news, with Julio Vaqueiro at the anchor desk, saw an impressive 11% jump in viewers, according to Nielsen. But the real story is happening in Los Angeles. Their station, KVEA 52, isn’t just competing with the big networks – they’re beating them. KVEA is now pulling in more viewers for both its local evening and late-night news than established giants like Disney’s KABC and Univision’s KMEX. That’s a significant shift in the LA market, and it’s definitely something to pay attention to.

The Miami division is very active on social media. Their Telemundo Noticias (News) TikTok account has 16 million followers, making it more popular than the accounts of ABC News, CNN, and Fox News.

Telemundo’s growing popularity is linked to changes in culture and population. After a period of decreasing immigration, the number of people crossing the border increased when President Biden took office, but then decreased again with President Trump’s election. Trump’s presidency also brought a lot of major news stories, like immigration enforcement actions that strongly affected Latino communities.

Gemma Garcia, an executive at Telemundo News, explained their growth is due to focusing on stories that resonate with viewers. She emphasized that they prioritize understanding and serving their audience.

In January, when the U.S. military took control in Venezuela, Telemundo immediately sent its lead news anchor, Vaqueiro, to neighboring Colombia to cover the story. The network even replaced its regular Sunday evening programming with a news special that attracted a strong audience.

Soccer

Telemundo leaders explained that their World Cup coverage needs to be outstanding since the tournament is being hosted in the United States. They’re using nine different commentary teams to ensure top-quality broadcasting.

At 38, Vaqueiro is now a leading figure in Spanish-language news, taking over after Jorge Ramos – a well-known voice for Latino immigrants for over 40 years – left Univision at the end of 2024.

This journalist offers a more approachable style in his reporting. He became the lead anchor for Telemundo in 2021, following assignments like his work at KVEA in Los Angeles. He enjoys leaving the studio in Miami to report on major events firsthand.

Earlier this year, Vaqueiro went to Minneapolis, a city known for its cold winters, following the shootings by Immigration and Customs Enforcement. He reported from demonstrations against ICE and visited a church where he spoke with a pastor and volunteers who were running a food drive for immigrants who were afraid to leave their homes.

In an interview, Vaqueiro explained that Noticias Telemundo prioritizes on-the-ground reporting and connecting directly with its viewers. He emphasized that being close to the audience is central to their approach.

Another key to Telemundo’s momentum has been its commitment to the Spanish language.

Ten years ago, media companies eagerly tried to reach young, Spanish-speaking Latinos by creating new ventures. One example was Fusion, a partnership between ABC News and Univision, but it ultimately failed.

Now Telemundo is the one with cool cred.

The Super Bowl halftime show by Bad Bunny sparked a lot of conversation. While some viewers were confused by the performance being mostly in Spanish, many fans with Latino heritage were excited and proud to see him celebrate the contributions of everyday workers.

Seeing Bad Bunny become so popular and then perform at the Super Bowl really felt like something changed. It felt like people were starting to value the Spanish language more, and it’s become a real source of pride for many of us. As a Latino, I’ve noticed it’s even making those of us who mostly speak English think differently about who we are and where we come from.

That increased affinity suggests that Spanish isn’t going away anytime soon.

According to our research, many Latinos believe it’s important for future generations of Latinos in the U.S. to continue speaking Spanish, explained Lopez.

A slow build to a news leader

It took Telemundo almost 25 years to become successful after NBC purchased it for close to $2 billion.

After years of work, NBCUniversal secured the U.S. Spanish-language rights to the FIFA World Cup in 2011, ending Univision’s longstanding tradition of broadcasting the popular soccer tournament. This year, Telemundo plans to provide the most extensive Spanish-language coverage of the event ever, according to the network.

You can watch all 104 games live on Telemundo and the Peacock streaming app.

Being part of NBCUniversal has also been advantageous because Univision, Telemundo’s biggest rival, has faced difficulties with changing ownership.

NBCUniversal has combined the news operations for its English and Spanish-language stations. For example, in Los Angeles, the newsrooms for KVEA and KNBC Channel 4 are now located in the same building at Universal Studios, and both teams are managed by the same leaders.

Millie Carrasquillo, a media consultant and former Telemundo research executive, explained that everything is changing. She said audiences, technology, and the methods for delivering news are all developing and coming together in new ways.

Telemundo’s national news program, with Vaqueiro as the anchor, is reaching an average of 1.2 million viewers – the biggest audience it’s had in years.

Traditional TV news is losing viewers, especially among younger people. To reach more of them, news organizations are now using platforms like TikTok, Instagram, and YouTube.

Last week, Telemundo reporters used TikTok to broadcast live from the U.S. Supreme Court during arguments about Donald Trump’s attempt to end birthright citizenship. They also shared live coverage of the White House Easter egg roll and regularly updated viewers on NASA’s Artemis II mission, gaining millions of views on the platform.

Despite what some might think, radio and television are still relevant,” explained Mari Castañeda, dean of the University of Massachusetts Amherst’s Commonwealth Honors College. “However, Telemundo has realized that most of its viewers now use cellphones and has focused its efforts there.

Social media posts are easy to share, serving as a viral expansion of the network’s audience.

According to Castañeda, who is from La Puente in Los Angeles County, Telemundo’s success comes from its ability to adapt and modernize.

The number of Latinos in the U.S. has almost doubled since 2000, increasing from 35 million to 68 million, according to a new report by the Pew Research Center. Recent growth is mainly due to births within the U.S., and the typical Latino born in the U.S. is around 21 years old.

As a movie buff, I’m always looking for narratives of change, and it’s fascinating to see how population shifts play out like a real-life drama. Recently, I learned that during Biden’s presidency, the number of babies born in the US has been pretty much matching the number of people immigrating here, which is a really interesting turning point – a kind of balancing act in our country’s story.

“Immigrants are still a very large part of the Latino story,” he said.

‘This is a country we really love’

Vaqueiro, a popular personality on Telemundo, was born in San Juan del Río, a city north of Mexico City. He and his wife, both originally from Mexico, moved to the U.S. when he was 26.

“We’re raising three children who are all American,” Vaqueiro explained. “Our family only knows life in the U.S., and we’re incredibly thankful for everything this country has given us.”

In many ways, Vaqueiro’s journey is the story of U.S. Latinos.

According to Castañeda, he connects with the experiences and concerns of Latino communities because of his Mexican heritage and identity as a U.S. Latino. People sense his genuine concern and sincerity.

I just finished reading this fascinating book by Vaqueiro, called “Río Bravo.” It really dives into the political climate during a really turbulent time in US-Mexico relations – basically, everything that was going on around the time Trump was in office and how it affected both countries. It’s a great look at the mood on both sides of the border during a period of a lot of tension.

Telemundo strives to stay out of the political fray, Garcia said.

Garcia explained that they don’t focus on politics. Instead, their team reports on local news and events, and right now, they’re especially dedicated to covering everything happening in the community.

Vaqueiro emphasized the importance of carefully reporting facts and confirming all information before sharing it.

Hollywood Inc.

A 45-year-old man whose parents immigrated from Cuba will now lead the network’s nightly news program, and he’ll continue to appear on NBC News Now, the network’s streaming service.

Latino communities are politically diverse, and this is especially visible in South Florida, where Telemundo is located.

As a movie lover, I really appreciate seeing more nuanced representation on screen, and that includes understanding that the Latino community isn’t one single thing. It’s incredibly diverse – people come from so many different places, have different cultural backgrounds, and each generation experiences things differently. It’s a growing community, and it’s fantastic to see that complexity finally being acknowledged.

More people are following the news ever since Trump started his second term. ABC’s “World News Tonight with David Muir” is particularly popular, averaging 8.4 million viewers per show this season – more than NBC, Fox News, and CBS.

Nationally, Univision is still the most-watched Spanish-language network. Locally, Telemundo’s KVEA has increased its viewership this year, but KMEX is still a strong competitor. Among English-language stations, KABC, owned by Disney, continues to be the leader.

Vaquerio expressed hope that they will rise to the challenge. She emphasized that this is a crucial time for Latinos, who are facing significant difficulties and pressure.

He has another goal, too.

Vaqueiro expressed a desire to highlight the achievements of Latino individuals and communities, focusing on success stories like new business owners and college graduates. He wants to showcase the positive impact Latinos have on the United States.

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2026-04-12 21:26