{"id":105118,"date":"2026-04-12T12:48:03","date_gmt":"2026-04-12T15:48:03","guid":{"rendered":"https:\/\/ubirataonline.com.br\/call-it-the-bad-bunny-effect-why-telemundo-no-longer-is-an-underdog\/"},"modified":"2026-04-12T12:48:07","modified_gmt":"2026-04-12T15:48:07","slug":"call-it-the-bad-bunny-effect-why-telemundo-no-longer-is-an-underdog","status":"publish","type":"post","link":"https:\/\/ubirataonline.com.br\/en\/call-it-the-bad-bunny-effect-why-telemundo-no-longer-is-an-underdog\/","title":{"rendered":"Call it the Bad Bunny Effect: Why Telemundo no longer is an underdog"},"content":{"rendered":"


\n<\/p>\n

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A few years ago, some were predicting the demise of Spanish-language television.<\/p>\n

Most of the Latino population growth over two decades has come from U.S. births, outpacing the arrival of immigrants. The thinking was that because most U.S.-born Latinos speak English and can consume a wide array of media, Spanish-language TV would recede in relevance. <\/p>\n

But Telemundo has defied such forecasts to become one of the nation\u2019s hottest news outlets.<\/p>\n

The NBCUniversal-owned, Spanish-language network, a longtime underdog, has been notching viewership gains in advance of its highly anticipated coverage of this summer\u2019s FIFA World Cup<\/a> championships. <\/p>\n

Last year, Telemundo increased its audience for its evening news, anchored by Julio Vaqueiro, by 11% over the previous year, according to Nielsen data. Its Los Angeles station, KVEA Channel 52, has surpassed entrenched giants Walt Disney Co.\u2019s KABC and Univision\u2019s KMEX, attracting more viewers for its local evening and late-night newscasts. <\/p>\n

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. <\/p>\n

Cultural and demographic shifts have helped fuel Telemundo\u2019s rise. After more than a decade of immigration declines, border crossings surged during President Biden\u2019s tenure \u2014 a tide that turned with President Trump\u2019s return to the White House. Instead, Trump brought a torrent of significant news events, including immigration raids that reverberated through Latino communities. <\/p>\n

\u201cWe are growing because we are telling the stories that are important to our audience,\u201d Gemma Garcia<\/a>, Telemundo\u2019s executive vice president for news, said. \u201cWe are very audience-driven.\u201d<\/p>\n

When U.S. military forces seized Venezuela\u2019s then-president Nicol\u00e1s Maduro in January, Telemundo quickly flew its main news anchor, Vaqueiro, to report from Colombia, which borders Venezuela. The network interrupted its usual Sunday night fare for a news special that scored solid ratings. <\/p>\n

Vaqueiro, 38, has become the fresh face of Spanish-language news after Jorge Ramos<\/a>, who achieved prominence as a forceful advocate for Latino immigrants<\/a> during his 40 years on the air, signed off from rival Univision in late 2024<\/a>. <\/p>\n

The younger journalist brings a softer tone to his reports. He was promoted to Telemundo\u2019s main news anchor in 2021 after several assignments, including working at KVEA in L.A. He loves stepping out from behind the anchor desk in Miami to cover big stories. <\/p>\n

\n
<\/picture>\n
\n

Telemundo news anchor Julio Vaquiero<\/p>\n

(Telemundo)<\/p>\n<\/p><\/div>\n<\/figure><\/div>\n

Vaqueiro traveled to frigid Minneapolis earlier this year after the deadly Immigration and Customs Enforcement shootings. He broadcast from anti-ICE protests and stopped by a church to interview a pastor and volunteers organizing a food drive<\/a> for immigrants too afraid to go outside.<\/p>\n

\u201cWe\u2019re very focused on being out there and reporting on the ground,\u201d Vaqueiro said in an interview. \u201cBeing close to our audience, that\u2019s a big part of what we are doing at Noticias Telemundo.\u201d<\/p>\n

Another key to Telemundo\u2019s momentum has been its commitment to the Spanish language. <\/p>\n

Media companies a decade ago raced to engage young, bilingual Latinos by launching start-ups, including a joint venture between ABC News and Univision called Fusion that flopped. <\/a><\/p>\n

Now Telemundo is the one with cool cred. <\/p>\n

Call it the Bad Bunny effect: While the Puerto Rican artist\u2019s Super Bowl halftime show in Spanish<\/a> befuddled scores of viewers<\/a>, millions of other fans, deeply proud of their Latino roots, were thrilled by his performance celebrating everyday workers<\/a>.<\/p>\n

\u201cWith Bad Bunny\u2019s rise and the Super Bowl, it felt like a shift in values towards the Spanish language,\u201d said Mark Hugo Lopez, Pew Research Center\u2019s director of race and ethnicity research. \u201cIt has become a source of cultural pride … and it seems to be impacting the ways in which English-speaking Latinos also think about their identity.\u201d <\/p>\n

\n
\"Bad <\/picture>\n
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Bad Bunny performed the Super Bowl halftime show in Spanish in February. <\/p>\n

(Eric Thayer \/ Los Angeles Times)<\/p>\n<\/p><\/div>\n<\/figure><\/div>\n

That increased affinity suggests that Spanish isn\u2019t going away anytime soon.<\/p>\n

\u201cOur data has shown that Latinos say it\u2019s important that Latinos in the future speak Spanish here in the United States,\u201d Lopez said.<\/p>\n

A slow build to a news leader<\/h2>\n

Telemundo\u2019s rise was a slow build, coming nearly a quarter-century after NBC bought the network<\/a> for nearly $2 billion.<\/p>\n

Years of effort took root after NBCUniversal agreed in 2011 to spend big for the U.S. Spanish-language media rights<\/a> to the FIFA World Cup, dethroning Univision, which had long televised the prestigious soccer event. This year, Telemundo is poised \u201cto deliver the largest coverage in Spanish-language media history,\u201d the network said in a statement. <\/p>\n

It will provide live coverage for all 104 matches, including on the Telemundo and Peacock streaming apps. <\/p>\n

Being part of NBCUniversal has brought other benefits, too, particularly as Telemundo\u2019s main competitor, Univision, has struggled under a succession of ownership<\/a> groups.<\/p>\n

NBCUniversal integrated its English and Spanish-language news units at its television stations. In Los Angeles, KVEA\u2019s newsroom is in the same building on the Universal lot as KNBC-TV Channel 4. The same managers run both divisions. <\/p>\n

\u201cAll of these things have evolved,\u201d said Millie Carrasquillo, a Hispanic media consultant and former Telemundo research senior vice president. \u201cIt\u2019s an alignment of the audiences, an alignment of how technology is evolving \u2014 and also the way that news is being delivered.\u201d<\/p>\n

Telemundo\u2019s national newscast, anchored by Vaqueiro, averages 1.2 million viewers, its largest audience in years. <\/p>\n

But audiences, particularly younger ones, are less likely to watch TV news, so network executives have tapped the potential of TikTok, Instagram and YouTube to boost their reach.<\/p>\n

On TikTok, Telemundo reporters broadcast live from outside the U.S. Supreme Court last week as justices heard oral arguments on Trump\u2019s push to end birthright citizenship<\/a> for babies born to parents who are in the country unlawfully. Telemundo featured live coverage of the traditional Easter egg roll at \u201cLa Casa Blanca\u201d (the White House) and frequent reports about NASA\u2019s Artemis II mission, which scored millions of views.<\/p>\n

\u201cRadio and television hasn\u2019t gone away,\u201d said Mari Casta\u00f1eda, University of Massachusetts Amherst\u2019s Commonwealth Honors College dean. \u201cBut Telemundo has recognized that [cellphones] are where most of their audience is located and they leaned into that.\u201d<\/p>\n

Social media posts are easy to share, serving as a viral expansion of the network\u2019s audience.<\/p>\n

\u201cTelemundo has emerged as a leader because it has modernized,\u201d added Casta\u00f1eda, a native of La Puente in Los Angeles County. <\/p>\n

The U.S. Latino population nearly doubled between 2000 and 2024, rising from 35 million to 68 million, according to the Pew Research Center. Since the Great Recession, the growth has largely come from U.S. births, and the median age of U.S.-born Latinos is about 21. <\/p>\n

The trend line bent during the Biden years as U.S. births roughly equaled the arrival of immigrants, Lopez said.<\/p>\n

\u201cImmigrants are still a very large part of the Latino story,\u201d he said.<\/p>\n

\n
\"Noticias <\/picture>\n
\n

Noticias Telemundo anchor Julio Vaqueiro talks to a child living in a makeshift migrant camp along the Rio Grande near the Ciudad Juarez-El Paso border on Feb. 28, 2024.<\/p>\n

(Telemundo)<\/p>\n<\/p><\/div>\n<\/figure><\/div>\n

\u2018This is a country we really love\u2019<\/h2>\n

Telemundo\u2019s brightest star \u2014 Vaqueiro \u2014 was born in San Juan del R\u00edo<\/a>, north of Mexico City and came to the U.S. when he was 26 with his wife, who was also born in Mexico. <\/p>\n

\u201cWe have three American kids,\u201d Vaqueiro said. \u201cAll we know as a family is the U.S. This is a country that we really love and we\u2019re grateful to it.\u201d<\/p>\n

In many ways, Vaqueiro\u2019s journey is the story of U.S. Latinos.<\/p>\n

\u201cHe\u2019s Mexican but he\u2019s also a U.S. Latino and he understands the context and issues that communities are feeling,\u201d said Casta\u00f1eda. \u201cThere\u2019s a sense of authenticity and care that comes through.\u201d<\/p>\n

Vaqueiro wrote a book, \u201cR\u00edo Bravo. M\u00e9xico, Estados Unidos y el regreso de Trump, (Rio Grande: Mexico, the United States, and the Return of Trump),\u201d to explore the political mood during a period of tumult and often tense relations between the countries. <\/p>\n

Telemundo strives to stay out of the political fray, Garcia said.<\/p>\n

\u201cWe don\u2019t think about politics,\u201d Garcia said. \u201cWe cover what is happening within our community, and now more than ever, we are on top of our community\u2019s stories.\u201d<\/p>\n

Vaqueiro added: \u201cWe have to be very careful reporting the facts and verifying every information that comes to us.\u201d<\/p>\n

Political divisions course through Latino communities, including in South Florida where Telemundo is headquartered. <\/p>\n

\u201cWe\u2019ve always known that Latinos are not a monolith,\u201d Vaqueiro said. \u201cThis is a complex community that is constantly growing. It\u2019s diverse: geographically, culturally and generationally.\u201d <\/p>\n

Interest in news has swelled since Trump began his second term. Ratings are also up for ABC\u2019s \u201cWorld News Tonight with David Muir,\u201d which is drawing 8.4 million viewers per telecast this season, outpacing NBC, Fox News and CBS. <\/p>\n

In national news, Univision still tops Telemundo. In local news, Telemundo\u2019s KVEA has continued to build on its lead this year, although KMEX remains competitive and Disney\u2019s KABC remains dominant among English-language stations. <\/p>\n

\u201cI just hope that we meet the moment,\u201d Vaquerio said. \u201cThis is a critical moment for Latinos who are navigating very difficult times under a lot of pressure.\u201d <\/p>\n

He has another goal, too.<\/p>\n

\u201cI want to lift Latino voices who are moving forward \u2014 opening new businesses and graduating from college,\u201d Vaqueiro said. \u201cI want to talk about the positive side of this community that brings huge contributions to the United States.\u201d<\/p>\n<\/p><\/div>\n


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A few years ago, some were predicting the demise of Spanish-language television. Most of the Latino population growth over two decades has come from U.S. births, outpacing the arrival of immigrants. The thinking was that because most U.S.-born Latinos speak English and can consume a wide array of media, Spanish-language TV would recede in relevance. 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