Author: cpatches

Monday, July 24, 2022

Michael Kupinski, Director of Research, Noble Capital Markets, Inc.

Jacob Mutchler, Research Associate, Noble Capital Markets, Inc.

Refer to the bottom of the report for important disclosures

Overview: Is The Recession Here? Economic activity is slowing, taking pressure off of inflation. But, the Fed seems intent on pushing interest rates higher, likely through the balance of this year. As such, recent economic forecasts anticipate GDP to contract over the next few quarters. This does not paint a favorable picture for advertising in the very near term. But, given the increased likelihood of a recession, has timeliness in media stocks improved?  

Digital Media & Technology: A broad based recovery? For the second quarter in a row, the best performing index was Noble’s Social Media Index, which increased by 34% in 2Q 2023, followed by Noble’s Ad Tech Index (+24%), MarTech Index (+18%), Digital Media Index (+16%), and Video Gaming Index (+5%). The largest stocks carried the performance in each of the indices. Can the stocks hold on to recent gains?

Broadcast Television: Are ad trends really improving? Recent reports indicate that television advertising is showing some improvement. While it is likely that Auto and Political advertising are bright spots, we remain skeptical that core advertising pacings are improving in the third quarter given the weak economic outlook. Nonetheless, the TV stocks appear to be cheap and we highlight a few of our key favorites.

Broadcast Radio: The pall over radio. Soft advertising trends heading into an economic downturn does not bode well for companies, like Audacy, that are in the midst of a financial restructuring. We believe that high debt leverage is the pall over the stocks. It is likely that many radio companies will go through a round of cost cutting to shore up cash flow in the midst of an economic downturn.

Publishing: Cash flow gurus. We do not believe that the Publishing industry will be spared from the weak advertising environment. The industry has a playbook for cutting costs, however, and has a history of maintaining cash flow through difficult times. 

Overview

The Recession Is Here

Figure #1 YoY Real GDP Growth illustrates that the economy grew post pandemic through the first quarter 2023, reflecting a rebounding economy, fueled by government spending. But, economic activity is slowing, taking pressure off of inflation. Nonetheless, the Fed seems intent on pushing interest rates higher, likely through the balance of this year. Most economists anticipate that the Fed will raise interest rates by 25 basis points two times in the second half of this year. Not only will the interest rate increases be a headwind for the economy, but government spending, a key driver to the economy this year, is likely to wane. Recent economic forecasts anticipate GDP to contract over the next few quarters, a classic definition of an economic recession. The Conference Board of Economic Forecasts anticipate that the US economy will contract -1.2% in Q3 2023, -1.9% in Q4 2023, and -1.1% in Q1 2024.

This does not paint a favorable picture for advertising in the very near term. Advertising is highly correlated to personal disposable income, particularly discretionary income. If consumers have discretionary income, companies advertise for them to spend. As Figure #2 YoY Real Disposable Income Growth highlights, disposable income has declined over the past 18 months. Not surprisingly, economically sensitive National advertising has been down nearly 4 quarters and at high double digit rates. Given the significant declines, as much as 25% in each quarter for the past year, National advertising trends should moderate, given that the comps get easier. As such, even with an economic downturn becoming more visible, it is possible that National advertising declines may moderate.

National advertisers tend to spend when there is light toward the end of an economic recession, when consumer personal disposable income shows signs that it will improve and consumers have the propensity to spend. In our view, that light at the end of the tunnel is still pretty dim given the economic forecast that anticipates a decline in GDP through the Q1 2024. While the visibility of an improvement in National advertising seems to have improved as we enter an economic downturn, especially given the easing comps and the benefit from Political advertising (expected to begin in Q3 2023), we think that it is too early to be optimistic. The length and severity of an economic downturn is not yet visible. 

What does this mean for the stock market and for media stocks? Figure #3 Federal Funds Rate Vs. S&P 500 performance illustrates the recent increases in Fed Funds rates had little effect on the general stock market as measured by the S&P 500 Index. Unfortunately, late cycle and economically sensitive media companies declined or under performed the stock market. In spite of Fed Fund rate increases over the past year, the S&P 500 Index increased 18% in the last 12 months. The anticipation of an economic recession, however, weighed on media stocks. The stock performance of the various media sectors that we follow are discussed in this report, but have generally under performed the market. The exception to the poor performance were the Internet and Digital Media stocks, which had a broad based recovery. Is it possible that early cycle media stocks will outperform the general market in the near term? In our view, yes. But, this may mean that the general market may decline as media stocks decline less. Historically, it has been the case to buy media stocks in the midst of a recession as media stocks strongly outperform the general market in a economic recovery. But given the likely disappointment in revenue in the coming quarters, it is likely that media stocks will be volatile as investors weigh the near term revenue and earnings disappointments to the prospect of a revenue rebound in an improved economic scenario. This would suggest that if one would try to time the stocks, investors may want to wait a quarter or two, buy on the improved momentum. This may mean that one might miss the large gains. As such, for long term investors, we believe that we are nearer to the bottom and that the downside appears relatively limited, valuations appear compelling. But, given the anticipate volatility in the near term, media investors should look for opportunistic purchases and accumulate positions in our favorite media names highlighted in this report. 

Figure #1 YoY Real GDP Growth

Source: Federal Reserve Bank of St. Louis

Figure #2 YoY Real Disposable Income Growth

Source: Federal Reserve Bank of St. Louis

Figure #3 Federal Funds Rate Vs. S&P 500 performance

Source: Federal Reserve Bank of St. Louis & Yahoo Finance

Digital Media & Technology

A Broad-Based Recovery in Shares 

The Internet and Digital Media sectors rebounded nicely over the last 12 months (LTM). As Figure #4 LTM Internet & Digital Technology Performance illustrates, the Video Gaming index was the only sector that underperformed the S&P 500 over the last year. The S&P 500 Index was up 17.6% over the LTM, outperforming the Video gaming index’s increase of 9.7% and in line with Noble’s Digital Media Index increase of 18%. The MarTech Index and AdTech Index both performed strongly, increasing 35.8% and 39.8%, respectively. The Social Media index had the strongest performance of the indices, increasing an impressive 80.2% over the LTM. 

Figure #4 LTM Internet & Digital Technology Performance

Source: Capital IQ

Despite macroeconomic headwinds that include higher interest rates, a regional banking crisis, elevated inflation and a war in Europe, the S&P 500 powered higher for the third quarter in a row. The S&P 500 Index continued its streak of steady increases, with an 8% increase in the Index in 2Q 2023, which followed a 7% increase in 1Q 2023 and a 7% increase in 4Q 2022. The broad index is up a healthy 24% since the end of the third quarter of 2022.  The S&P 500 bottomed on October 12, 2022, and is up 26% from that date through mid-July. 

The S&P 500’s performance was driven primarily by its largest constituents. As a market weighted index, the largest stocks have an outsized impact on its performance, and that was certainly the case in 2Q. Eight of the largest stocks in the S&P 500 Index were up in 2Q 2023 by 2x-3x or more than the Index’s 8% gain. Stocks that powered the Index higher included Nvidia (NVDA, +52%), Meta Platforms (a.k.a Facebook, META, +35%), Netflix (NFLX, +28%), Amazon (AMZN, +26%), Tesla (TSLA, +26%), Microsoft (MSFT, +18%), Apple (AAPL, +18%) and Google (GOOGL, +15%). 

Noble’s Internet and Digital Media Indices, which are also market cap weighted, also powered higher thanks to the biggest constituents in their respective Indices. Each of these Indices posted double digital percent increases, with only the exception being Noble’s Video Gaming Index (+5%), which slightly underperformed the broader market/S&P Index.  For the second quarter in a row, the best performing index was Noble’s Social Media Index, which increased by 34% in 2Q 2023, followed by Noble’s Ad Tech Index (+24%), MarTech Index (+18%), Digital Media Index (+16%), and Video Gaming Index (+5%). 

Meta Powers the Social Media Index Higher

We attribute the strength of the Social Media Index to its largest constituent, Meta Platforms, whose shares increased by 35% in the second quarter. We noted last quarter that Meta appeared to be returning to its roots and focusing on profitability, rather than its nascent and riskier web3 initiatives.  That return to its core strengths has been greatly rewarded by investors. Shares of Meta were up 225% from its 52-week low of $88.09 per share in early November through the end of June. Shares are up another 8% since the start of the third quarter with the launch of Threads, Meta’s answer to Twitter. Over 100 million people signed up for Threads within the first five days of its rollout. Meta has not yet begun to monetize this opportunity, but it will clearly add to its growth in coming quarters. 

Ad Tech Stocks Embark on a Broad-Based Recovery Following a Difficult 2022

Noble’s AdTech Index increased by 24% in 2Q 2023, and this performance was very broad based, with 15 of the 24 stocks in the sector up, and a dozen of the stocks up by double digits.  Ad Tech stocks that performed best during the quarter include Applovin (APP, +63%), Magnite (MGNI, +47%), Tremor International (TRMR, +37%), Pubmatic (PUBM, +32%), Double Verify (DV, +29%), The Trade Desk (+27%), and Integral Ad Science (IAS, +26%).  Ad Tech stocks were the worst performing sector in our universe in 2022, with the index down 63% for the year in 2022. The strong performance in 2Q 2023 in many respects reflects a bounce back off multi-year lows for several stocks.  Year-to-date, one standout in particular is Integral Ad Science, whose shares were up 104% in the first half of 2023.The company continues to expand its product suite, scale its social media offerings (i.e., for TikTok) and is well positioned to continue to benefit from the shift from linear TV to connected TV (CTV). The company is benefiting from new partnerships with YouTube and Netflix and shares likely benefited during the quarter from anticipation of the company’s mid-June analyst day presentation. 

Noble’s MarTech Index was up 18%, with performance within the group also broad based. The Digital Media & Technology indices market-cap weighted performances in 2Q are illustrated in Figure #5 2Q Internet & Digital Technology Performance. Thirteen of the 20 stocks in the Index were up in the quarter. MarTech stocks that performed best during the quarter include Cardlytics (CDLX, +86%), Shopify (SHOP, +35%), Live Ramp (RAMP, +30%), Adobe (ADBE, +27%), and Hubspot (NUBS, +24%). One of the poor performers in the group was one of our closely followed stocks, Harte Hanks, which declined 42% in the latest quarter. The stock gave back nearly all of its 54% gains in the prior year. The weakness was due to a disappointing quarterly revenue outlook as the company indicated that it is seeing economic headwinds and more difficult second half comparables. Notably, the company has significant levers to maintain much of its favorable cash flow outlook and is well positioned for growth as those headwinds diminish. We believe that downside risk in the HHS shares appear limited and view the shares as among our favorite rebound plays. Overall, MarTech stocks were victims of their own success: the group traded at double digit revenue multiples in 2021, but the sector’s revenue multiples were more than halved in 2022. The group currently trades at 5.9x 2023E revenues, up from 4.1x 2023E revenues at the end of the first quarter, and 3.5x 2023E revenues at the start of the year. Current trading multiples are illustrated in Figure #7 MarTech Comparables.

Finally, the Digital Media Index was up 16% in 2Q 2023, and here again, the performance was broad based with 8 of the 12 stocks in the Index posting gains.  Digital Media stocks that performed best during the quarter include Fubo TV (FUBO, +72%), Travelzoo (TZOO, +31%), Netflix (NFLX, +28%), Interactive Corp (IAC, +22%), and Spotify (SPOT, +20%).  Year-to-date, the two best performing Digital Media stocks are Spotfiy (+103% YTD), which has shifted its priority to running a profitable company and took additional steps in 2Q to achieve it, for instance, by consolidating and streamlining several of its podcast company acquisitions from recent years. The second best performing Digital Media stock through the first half of the year was Travelzoo (TZOO), whose shares were up 77% in the first half of the year. The company continues to benefit from pent up demand that helped a surge in travel as the pandemic ebbed. Lodging and domestic travel demand rebounded first, but Travelzoo appears to be benefiting from cruises and international travel, where pent up demand took longer to recover. Management indicated that travel related advertising may increase as economic headwinds adversely affect hotel and air travel occupancy, forcing these travel businesses to offer discounts. We rate the TZOO shares as Outperform. 

Figure #5 2Q Internet & Digital Technology Performance

Source: Capital IQ

Figure #6 AdTech Comparables 

Source: Company filings & Eikon

Figure #7 MarTech Comparables

Source: Noble estimates & Eikon

Traditional Media

Traditional media stocks largely underperformed the general market over the LTM, the Radio sector was the hardest hit. As Figure #8 LTM Traditional Media Performance illustrates, the Noble Radio Index decreased 37.7% over the LTM, compared with the general market increasing 17.6%, as measured by the S&P 500 over the same period. The Television Index was down 14.8% and the Publishing index outperformed the general market, increasing 28.4% over the LTM. Notably, there were company stock performance disparities within each sector, highlighted later in this report. Given the indices are market cap weighted, larger market capitalized companies skewed the indices’ performance.

The traditional media industry is still finding its footing in the difficult economic environment, given the indices performance in Q2. While the Newspaper and Radio indices performed better in Q2 than Q1, the TV Index did not. The general market, as measured by the S&P 500, increased 8.3% over the last quarter and outperformed all but one traditional media sector. The Newspaper Index, which increased 8.5% over the same period narrowly outperformed the general market. The TV Index was the hardest hit traditional media sector and decreased -11.1%. While the Radio index underperformed the market in Q2, it improved upon a difficult Q1 and increased 3.1%, as illustrated in Figure #9 Q2 Traditional media performance.

Figure #8 LTM Traditional Media Performance

Source: Capital IQ

Figure #9 Q2 Traditional Stock Performance

Source: Capital IQ

Broadcast Television

Are ad trends really improving? 

The TV Index underperformed the general market in the second quarter. While none of the stocks in the TV Index increased in the second quarter, many performed better than the market cap weighted return of -11.1%. Fox Corporation (FOXA; down 0.1%), E.W Scripps (SSP; down 2.8%), Nexstar (NXST; down 3.5%) and Gray Television (GTN; down 9.6%) were among the best performing stocks in the hard-hit TV index. The stocks hit the hardest in Q2 were Sinclair Broadcast Group (SBGI; down 19.5%) and Entravision (EVC; down 27.4%). Given the recent turmoil in TV stock performances we view the depressed prices as a potential opportunity given the prospect of an advertising recovery over the next few quarters.

While there have been some recent reports indicating that television advertising is improving, possibly related to increased political advertising and Auto advertising in the third quarter, we remain skeptical that the improvement is sustainable given the prospect of a weakening economy. Nonetheless, the TV stocks appear cheap. One of our favorites in the index is Entravision (EVC) which is among the industry leaders in revenue growth as illustrated in Figure #10 TV Q1 YoY Revenue Growth. While the EVC shares had a poor performance in Q2, down 27.4%, the shares had increased 26% in Q1. Entravision’s revenue growth is the product of a robust digital business that comprises approximately 80% of total revenue. We believe that the recent under performance is related to Meta’s (Facebook’s) announcement that it plans to implement efficiencies, implying that it may take margin away from some of its advertising agencies, like Entravision, which represents Facebook in Latin America. In our view, Entravision is in a strong position to push back on that prospect given its favorable business relationship with the company. Given the influx of lower margin digital revenues, Entravision’s EBITDA margin is much lower than industry peers, illustrated in Figure #11 TV Industry Q1 EBITDA Margin. But, importantly, the company has one of the better revenue and cash flow growth profiles. 

Figure #12 TV Company Comparablesillustrates the trading levels of the companies in the index. Some of our favorites Entravision (EVC) and E.W Scripps (SSP) trade at multiples well below the industry peer group highs. While E.W Scripps had modest year over year revenue decline, we believe it will benefit from favorable Retransmission revenue, strong Political advertising and improved margins in 2024. Given the SSP shares low float, the shares tend to underperform when industry is out of favor and outperform when the industry is back in favor. As for Entravision, we view the company’s digital transformation favorably and, notably, the shares are trading at a modest 3.9 times Enterprise Value to our 2024 Adj. EBITDA estimate. In our view, there appearas to be limited downside risk. The EVC shares and SSP shares, in our view, both offer a favorable risk reward relationship. 

Figure #10 TV Q1 YoY Revenue Growth 

Source: Company filings 

Figure #11 TV Industry Q1 EBITDA Margin

Source: Company filings & Eikon

Figure #12 TV Company Comparables 

Source: Noble Estimates & Eikon

Broadcast Radio

While the Radio Index underperformed the S&P 500 in Q2, it was an improvement from a difficult Q1. Notably, there were a few strong performances in the market cap weighted index. Beasley Broadcast Group (BBGI, up 24.4%) , Cumulus Media (CMLS, up 11.1%) and Townsquare (TSQ, up 48.9%) all strongly outperformed the S&P 500 in Q2. The largest stocks in the group did not perform well in the quarter skewing the index lower, Audacy (AUD, up 2.6%) and iHeart Media (IHRT, down 6.7%). The second quarter stock performances were a mixed bag and largely did not reflect the first quarter operating results. As Figure #13 Radio Q1 YoY Revenue Growth illustrates, most companies had modest revenue growth. The larger Radio companies that rely more on National advertising had the greatest declines of YoY revenue. With CMLS being the exception, the larger Radio companies underperformed relative to Radio companies with a stronger digital and highly localized presence. Figure #14 Radio Industry Q1 EBITDA Margin Margins illustrate that the margins for the industry remain relatively healthy.

Some of our favorite Radio stocks have strong digital businesses and highly localized footprints, which provides some shelter from weakness in national advertising. Those stocks included Townsquare, Beasley Broadcast Group, Salem Media (SALM; down 12.1%) and Saga Communications (SGA, down 3.9%). While the shares of Saga Communications (SGA) were down 3.9%, the performance did not reflect its favorable first quarter operating results. Importantly, Saga grew revenues a modest 1.3% and had an above average Q1 EBITDA margin of 9.6%. Saga has a highly localized footprint, as approximately 90% of revenues come from local sources. Furthermore, the company has been placing more importance on growing a profitable digital business in recent years. While Saga’s Digital business is early in its development, management is focused on growing digital revenues from 7.5% of total revenue in Q1 to 20% of total revenue over the next couple years. Additionally, we believe the company is likely to maintain a strong cash position given the economic uncertainty.

We view Townsquare Media (TSQ), Salem Media (SALM), Beasley Broadcast (BBGI) and Saga Communications (SGA) as among our favorites in the industry given the diverse revenue streams and localized footprints. While these companies are not immune to the economic headwinds, we believe that its Digital businesses and local footprints should offer some ballast to its more sensitive Radio business. Beasley’s recent digital revenue growth has been robust, digital revenue was 17% of total revenue in Q1 and is expected to reach 20% to 30% of total revenue for full year 2023. In the case of Salem, 30% of its revenues are from reliable block programming.

We believe that Radio advertising pacings likely will be problematic in the second half given the economic headwinds. Unlike Television, the industry does not benefit as much from Political advertising. As such, we expect that advertising pacings likely will be lower in Q3 than the Q2 results. It is likely that many radio companies, especially those with higher debt leverage, will implement cost cutting measures. With many of the radio companies already relatively lean from the Pandemic, it is likely that such measures will be difficult.

As Figure #15 Radio Company Comparables illustrates, the shares of Townsquare and Saga are among the cheapest in the industry, trading below peer group averages. Notably, Townsquare implemented a hefty dividend in Q1, providing the unique opportunity to get a return of capital while waiting for a turn toward more favorable fundamentals. As such, the shares of TSQ tops our list of favorites. We also view the shares of Saga as among our favorites. The company is early in its transition toward digital and has a lot of headroom for enhanced revenue growth. 

Figure #13 Radio Q1 YoY Revenue Growth

Source: Company filings

Figure #14 Radio Industry Q1 EBITDA Margin

Source: Company filings & Eikon

Figure #15 Radio Company Comparables 

Source: Noble estimates & Eikon

Publishing

The Publishing industry is no exception to the advertising weakness that is impacting the broader Media landscape. As such, revenues are likely to continue to decline, despite an already weak performance in the first quarter of the year. Figure #16 Publishing Q1 YoY Revenue Growth illustrates the predominantly negative trends in the industry in the most recently reported quarter. The advertising challenges are hitting the traditional Print side of the publishing business hardest. For example, Lee Enterprises (LEE), one of our favorites in the industry, reported a 10% Print advertising revenue decline for the quarter ended March 31st, while Digital advertising grew a modest 2%. The company’s adj. EBITDA generation fell 15% compared with a more moderate 2% drop in total company revenues. 

Not surprisingly, the dampened industry revenue resulted in lower industry cash flow generation with EBITDA margins averaging in the 10% range, as illustrated in Figure #17 Publishing Industry Q1 EBITDA Margins. Yet despite the constraints on cash flow generation on Lee and the other Publishers, we believe the companies have the ability to cut costs to help offset the pressure on cash flow generation. In particular, companies could cut costs in their Print manufacturing and distribution operations, reducing overhead in the same business segments where revenues are expected to lag. Publishing companies have a playbook on cutting legacy print costs and have the ability to maintain cash flow. However, cost cuts can take time to go into full effect, which could result in poor cash flow performance over the next quarter or so.

In spite of the nearer term economic headwinds impacting the operating performance of the industry, we believe that the industry is near an inflection point towards revenue growth. This dynamic is related to the degree of the recovery in its digital media businesses, a key driver to the industry’s overall revenue performance. While there are secular challenges to the industry’s print business, digital revenues account for an increasing portion of total revenues. For companies like Lee Enterprises, digital accounts for over 38% of total revenues in the most recent quarter. In our view, publishing companies will be a player in the advertising recovery as economic prospects improve. Furthermore, we believe that stock valuations are compelling. 

Figure #18 Publishing Company Comparables illustrates the Publishing companies trading levels. Notably, the New York Times (NYT) trades well above the levels of the rest of its peers. In comparison, Lee and Gannett appear to be compelling. However, both Lee and Gannett are highly levered. Yet, in our view, Lee’s debt profile has several favorable characteristics, such as a fixed 9% annual rate, no fixed principal payments, no performance covenants and a 25 year maturity. Given that the LEE shares trade near 5.3 times enterprise value to our 2024 adj. EBITDA forecast, we believe the shares offer limited downside risk. With a favorable Digital transformation of the business well underway, we believe the LEE shares could close the valuation gap with some of its higher trading peers. As such, the LEE shares represent one of our favorites in the industry, especially as the economic downturn bottoms out and the prospect for a recovery begins to come to the forefront. As such, the LEE shares are among our favorite recovery plays.  

Figure #16 Publishing Q1 YoY Revenue Growth

Source: Company filings & Eikon

Figure #17 Publishing Industry Q1 EBITDA Margins

Source: Company filings & Eikon

Figure # 18 Publishing Company Comparables

Source: Noble estimates & Eikon

The following companies are highlighted in this report. Click on the links for additional information and disclosures. 

Beasley Broadcasting

Cumulus Media

E.W. Scripps

Gray Television

Harte Hanks

Lee Enterprises

Salem Media Group

Townsquare Media

Travelzoo

Saga Communications

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ANALYST CREDENTIALS, PROFESSIONAL DESIGNATIONS, AND EXPERIENCE

Senior Equity Analyst focusing on Basic Materials & Mining. 20 years of experience in equity research. BA in Business Administration from Westminster College. MBA with a Finance concentration from the University of Missouri. MA in International Affairs from Washington University in St. Louis.
Named WSJ ‘Best on the Street’ Analyst and Forbes/StarMine’s “Best Brokerage Analyst.”
FINRA licenses 7, 24, 63, 87

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RESEARCH ANALYST CERTIFICATION

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Ownership and Material Conflicts of Interest
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Monday, April 24, 2022

Michael Kupinski, Director of Research, Noble Capital Markets, Inc.

Jacob Mutchler, Research Associate, Noble Capital Markets, Inc.

Refer to the bottom of the report for important disclosures

Overview: Key takeaways from the NAB. Media investors are unpacking the information from the National Association of Broadcaster’s (NAB) convention. While there are promising new technologies that are sure to create shiny new objects to catch investor’s attention, particularly AI, the chatter is about the current advertising environment. Looking for the key takeaways? Sign up here for the virtual conference on April 27th. 

Digital Media & Technology: Head fake? Every one of Noble’s Internet and Digital Media Indices not only finished the quarter up, but significantly outperformed the S&P 500.  The best performing index was Noble’s Social Media Index, which increased by 70% in the first quarter of 2023, followed by Noble’s Ad Tech Index (+31%), MarTech Index (+30%), and Digital Media Index (+18%). 

Television Broadcasting: Weak current revenue trends. While auto advertising appears to be faring better, the weight of the economic challenges appear to be causing further moderation in advertising. Will auto and, potentially Political, carry the second half 2023 revenue performance?

Radio Broadcasting: All out of love. The industry is reeling from a Wall Street research downgrade to an underperform on iHeart Media, which sent all radio stocks tumbling. Some stocks performed better than others. What’s behind the downgrade and which stocks performed better? 

Publishing:Advertising takes a hit. After a period of moderating revenue trends, Publishers reported a weakened advertising environment. The downturn was due to Print advertising which took a nose dive. As a result, publishing companies implemented another round of expense cuts to bolster cash flow. There is a bright spot as Digital continues to perform strongly. 

Overview

The NAB Show Stopper

Media investors are unpacking all of the information from last week’s National Association of Broadcaster’s (NAB) convention. There is a lot to digest given that there were over 1,400 exhibits, 140 new exhibitors this year. Because of the overwhelming number of exhibitors, many that go to Vegas for this annual convention do not go to the convention floor. It is a shame. There was a lot to see and learn. As Noble’s Media & Entertainment Analyst I walked the convention floor, which covers 4.6 million square feet of exhibit halls and meeting rooms. I stopped by booths and taped presentations to explain the new technologies, the plan for implementation of new services, and the prospect for revenue monetization. One important demonstration focused on the new broadcast standard, ATSC 3.0, the hope for a bright future for the television industry. This new standard should allow the industry to become more contemporary in terms of how its audience consumes video and information. In addition, it offers the ability for the industry to participate in new revenue streams, including Datacasting, which may become bigger than Retransmission revenue in the future. 

In addition to touring the floor, I attended NAB panel discussions and hosted meetings with media management teams in a fireside chat format to discuss current business trends, the new technologies (including Artificial Intelligence (AI) and the new broadcast standard). In addition, these C-suite management teams provided their key takeaways from the NAB convention and offered why they participated in the conference this year. These discussions are available to you for free on Channelchek.com on April 27th in a virtual conference. In this upcoming Channelchek Takeaway Series on the NAB Show, I offer my key takeaways, including the current advertising outlook, my take on the monetization of the new technologies and what media investors should do now given the current economic and advertising environment. Your free registration to this informative event is available here. 

This report highlights the performance of the media sectors over the past 12 months and past quarter. Overall, media stocks struggled in the past year, but there has been some improved quarterly performance, particularly in Digital Media and Broadcast Television, discussed later. All media stocks are struggling to offset losses over the course of the past year with trailing 12 months stocks down in the range of 5% on the low end to down 68% on the high end. The best performing sector in the past 12 months were Social Media stocks, down 5% versus the general market decline of 9% over the comparable period.

In the first quarter, stock performance was mixed. The best performers in the traditional media sectors were Broadcast Television stocks, up nearly 10% versus the general market which increased 7% in the comparable period. But, the individual TV stock performance reflected a different story, explained later in this report. The worse performer for the quarter were the radio stocks, driven by a Wall Street downgrade of one of the leading radio broadcasters. The Digital Media stocks had another good performance. We believe that stock performance will be a roller coaster for at least another quarter or two as the weight of the Fed rate increases begin to adversely affect the economy.

While National advertising has remained weak, we believe that Local advertising is now beginning to moderate as well. The Local advertising weakness appears to be in the smaller markets as well as the larger markets. This is somewhat different than the most recent economic cycles whereby the smaller markets were somewhat resilient. It seems that the smaller markets are feeling the adverse affects from inflation, rising employment costs and tightening bank credit. In our view, the disappointing advertising outlook likely will cause second quarter revenue estimates to come down, creating a difficult environment for media stocks. As such, we encourage investors to be opportunistic and take an accumulation approach to building positions for the prospective economic and advertising improvement. Our favorites have digital media exposure, given that we expect Digital Advertising (while softening as well) will be more resilient than traditional advertising mediums. Our favorites include Travelzoo (TZOO), Townsquare Media (TSQ), Harte Hanks (HHS), E.W. Scripps (SSP), and Direct Digital (DRCT). 

Digital Media

Head fake?

Last quarter we wrote that the S&P 500 increased for the first time since the fourth quarter of 2021 and that we were beginning to see signs of life in Noble’s Internet and Digital Media Indices as well.  Those signs of life continued to bear fruit throughout the first quarter, as every one of Noble’s Internet and Digital Media Indices not only finished the quarter up, but significantly outperformed the S&P 500. Figure #1 LTM Digital Media Performance highlights that many of the Digital Media sectors are now approaching year earlier levels given the most recent favorable performance. The best performing index was Noble’s Social Media Index, which increased by 70% in the first quarter of 2023, followed by Noble’s Ad Tech Index (+31%), MarTech Index (+30%), and  Digital Media Index (+18%). 

Figure #1 LTM Digital Media Performance

Source: Capital IQ 

Noble’s Indices are market cap weighted, and we attribute the strength of the Social Media Index to its largest constituent, Meta Platforms (META; a.k.a. Facebook) whose shares increased by 76% in the first quarter. Figure #2 Q1 Digital Media Performancehighlights the first quarter performance for the digital stocks.Meta’s management stirred interest in the shares from its 4Q 2022 earnings call when they spent most of their time talking about “efficiency”, which investors interpreted to mean that Meta was newly focused on profitability.  After a relatively disastrous 3Q 2022 earnings call, after which shares fell by 25%, the company demonstrated on its 4Q 2022 earnings call that it clearly had gotten the message:  investors were not enamored about the company’s plans in October 2022 to spend billions of dollars to develop its Metaverse initiatives. Rather, on its fourth quarter call, management focused on driving its short form video initiative, Reels (i.e., becoming more TikTok like), reducing its headcount by reducing layers of management, lowering its operating expenses and reducing its capital expenditures. Investors applauded this newfound focus on profitability and shares rebounded from a low of $88.90 per share in early November to $211.94 at the March quarter-end.   

The next best performing index was Noble’s Ad Tech Index which increased by 31% during 1Q 2023.  Fourteen of the 23 stocks in the index were up in the first quarter. Standouts during the quarter were Integral Ad Science (IAS; +62%) and Perion Networks (PERI; +56%).  Integral Ad Science exceeded expectations in its fourth quarter results and guided to better-than-expected results in 1Q 2023.  The company continues to expand its product suite, scale its social media offerings (i.e., for TikTok) and is well positioned to continue to benefit from the shift from linear TV to connected TV (CTV).  Perion shares continued their winning:  Perion was the only ad tech stock whose shares were up in 2022.  Perion’s 56% increase in 1Q 2023 reflected beat on both revenues (by 2%) and EBITDA (by 10%) as well as improved guidance for 1Q 2023.  Perion’s profitability increased significantly in 2022, with EBITDA nearly doubling (+90%) from 2021 ($70M) to 2022 ($132M).

Noble’s MarTech Index increased by 30% with 14 of the 22 stocks in the index posting increases in 1Q 2023.  The best performing stocks were Qualtrics (XM; +70%) Sprinklr (CXM; +59%), Salesforce (CRM; +51%), Hubspot (HUBS; +48%) and Yext (YEXT; +47%). Qualtrics agreed to be acquired for $12.5 billion by Silver Lake and the Canadian Pension Plan Investment Board, which came at a 73% premium to its 30-day volume weighted stock price. Sprinklr beat revenue expectations and significantly beat EBITDA expectations (doubling the Street expectations) and guided to a current year forecast that focuses more on efficiency and profitability.

MarTech stocks have been victims of their own success. Two years ago at this time the sector was trading at 11.3x forward revenue estimates, and a year ago the group was trading at 6.5x forward revenues. Today the group trades at 4x forward revenues and investors appear to be wading back into the sector. Figure #3 Marketing Tech Comparables highlights the compelling stock valuations.One of the laggards in the sector has been Harte Hanks (HHS), which declined 20% in the first quarter. We believe that the shares have not gained traction following the successful rebound toward profitability in 2022. The shares advanced a powerful 136% in 2022 from lows in May to highs achieved in August 2022. Since that time, investors appear to be taking chips off the table. In our view, the HHS shares appear to be oversold. Its business appears to be resilient. Given the recent weakness in the shares, the shares appear to be undervalued and offer a favorable risk reward relationship. As such, the HHS shares are among our favorites in the sector.  

Another one of our current favorites is Direct Digital Holdings (DRCT). As Figure #4 Advertising Tech Comparables illustrates, the DRCT shares trade in line with the averages for the group at roughly 5.4 times 2024 adj. EBITDA. Notably, the company recently restated upward its 2022 full year revenue and adj. EBITDA results. Given the favorable operating momentum, we raised our full year 2023 and 2024 revenue and adj. EBITDA estimates, keeping our previous growth estimates. With the higher 2024 adj. EBITDA, we tweaked upward our price target from $5.50 to $6.00. Given a favorable fundamental outlook and compelling stock valuation, we view the shares as among our favorites.  

Finally, Noble’s Digital Media Index, while lagging that of its digital peers at an 18% increase, significantly outperformed the S&P 500 (+7%), with a broad based recovery in which 9 of the sector’s 11 stocks increased during 1Q 2023.  The best performing stock was Spotify (SPOT; +69%), whose revenues fell short of expectations by less than 1%, significantly beat consensus Street EBITDA expectations by $58M and more importantly pivoted towards demonstrating operating leverage.  Spotify, which posted an EBITDA loss of nearly $500 billion in 2022, is expected to generate $650 billion in EBITDA in 2024, according to Street estimates. A deteriorating ad market in 2022 combined with higher interest rates likely prompted the company to shift its priorities to running a profitable company and doing it more quickly and with some urgency.  The second best performing stock was Travelzoo (TZOO; +36%), as the company’s 4Q 2022 revenues and EBITDA increased by 31% and 328%, respectively.  Notably, Travelzoo’s EBITDA came in 58% higher than Street consensus. The company appears to be benefiting from pent up travel demand for travel and management highlighted the opportunity for margin expansion in the coming quarters. Given the favorable outlook, we raised our price target to $10. Near current levels, the TZOO shares appear to offer above average returns and we reiterate our Outperform rating.    

Figure #2 Q1 Digital Media Performance 

Source: Capital IQ

Figure #3 Marketing Tech Comparables 

Source: Eikon, Company filings & Noble estimates

Figure #4 Advertising Tech Comparables

Source: Eikon, Company filings & Noble estimates 

Traditional Media 

As Figure #5 LTM Traditional Media Performance illustrates, these stocks have struggled to gain sea legs, trending lower over the course of the past year. All traditional media sectors have underperformed over the past year, with Radio the poorest performing group. As Figure #6 Q1 Traditional Media Performance illustrates, only the TV Broadcast stocks edged out the general market performance in the latest quarter. 

Figure #5 LTM Traditional Media Performance

Source: Capital IQ

Figure #6 Q1 Traditional Media Performance

Source: Capital IQ

Television Broadcast 

Weak current revenue trends 

As illustrated in the previous chart, the TV stocks outperformed the general market in the first quarter. This market cap weighted index masked the performance of many poor performing stocks in the quarter.  Sinclair Broadcasting (SBGI; up 10%), Entravision (EVC; up a strong 26%), and Fox (FOX; up 12%) were among the best performing stocks and favorably influenced the TV index in the quarter. But, there were many poor performing stocks including E.W. Scripps (SSP; down 29%), Gray Television (GTN; down 22%) and Tegna (TGNA; down 20%). We believe that there was heightened interest in Entravision given its favorable Q1 results which was fueled by its fast growing Digital business. Figure #7 TV Q4 YoY Revenue Growth illustrates the Entravision’s Q4 revenue performance was among the best in the industry. While Entravision was among the best revenue performers, its margins are below that of its peer group as illustrated in Figure #8 TV Q4 EBITDA Margins. This is due to the accounting treatment of its Digital revenues given that it is an agency business. Given that Digital represents roughly 80% of the company’s total company revenue, we plan to put the EVC shares into the Digital Media sector to more accurately reflect its business. The poorer performing stocks are among the higher debt levered in the industry. As such, we believe the underperformance reflects concern of a slowing economy and investors flight to quality in the sector. 

We do not believe that we are out of the woods with the TV stocks and the market is expected to be volatile. The advertising environment appears to be deteriorating given weakening economic conditions. There are bright spots which include some improvement in the Auto category. Dealerships appear to be stepping up advertising given higher inventory levels. In addition, broadcasters appear optimistic about Political advertising, which could begin in the third quarter 2023. There is a planned Republican presidential candidate debate scheduled in August. As such, there is some promise that candidates will advertise in advance of that debate and into the fourth quarter given the early primary season. We do not believe that Political and Auto will be enough to offset the weakness in National and in the weakening Local category. In our view, Q2 and full year 2023 estimates are likely to come down. Furthermore, we believe that broadcasters will be shy about predicting Political advertising even into 2024 given the past disappointments in management forecasts in the last Political cycle. 

We encourage investors to take an accumulation approach to the sector. Notably, as Figure #9 TV Comparables highlights, nearly all of the stocks are trading near each other, with the exception of the larger media stocks. In our view, the valuations are near recession type valuations and appear to have limited downside risk. Our current favorite is E.W. Scripps (SSP). While the company is not immune to the current weak advertising environment, we believe that there is a favorable Retransmission revenue opportunity as 75% of its subscribers are due in the next 12 months. In addition, we believe that Retransmission margins will improve. Given the relatively small float for the shares, the SSP shares tend to underperform when the industry is out of favor, but then outperform when the industry is back in favor. In our view, the SSP shares offer a favorable risk/reward relationship and top our favorites in the sector. 

Figure #7 TV Q4 YoY Revenue Growth

Source: Eikon & Company filings

Figure #8 TV Q4 EBITDA Margins

Source: Eikon & Company filings

Figure #9 TV Comparables 

Source: Noble Estimates & Eikon

Radio Broadcasting

All out of love

The Radio stocks had another tough quarter, down 17% versus a 7% gain for the general market. Notably, there was a wide variance in the individual stock performance, with the largest stocks in the group having the worst performance in the quarter, including Audacy (AUD; down 40%), Cumulus Media (CMLS; down 41%) and iHeart Media (IHRT; down 36%). The first quarter stock performance did not appear to reflect the fourth quarter results. As Figure #10 Radio Industry Q4 YoY Revenue Growth illustrates, revenues were relatively okay, with some exceptions. Some of the larger Radio companies which have a large percentage of National advertising, underperformed relative to the more diversified Radio companies, especially those with a strong Digital segment presence. Figure #11 Radio Industry Q4 YoY EBITDA Margins illustrate that the margins for the industry remain relatively healthy. 

The weakness in the Radio stocks was fueled in the quarter from a downgrade to under perform on the shares of iHeart by a Wall Street firm. Many radio stocks were down in sympathy. The analyst attributed the downgrade to the current macro environment and its heavy floating rate debt burden. The company is not expected to generate enough free cash flow to de-lever its balance sheet. We believe the downgrade as well as the excessive debt profile of Audacy, another industry leader which likely will need to restructure, sent all radio stocks tumbling. Some stocks performed better than others. While Cumulus Media’s debt profile is not as levered as iHeart or Audacy, the shares were caught in the net of a weak advertising outlook. Cumulus is among the most sensitive to National advertising, which currently continues to be weak. 

Some of our favorite stocks which are diversified and have developing digital businesses performed better. Those stocks included Townsquare Media (TSQ; up 10%), and Salem Media (SALM; up 4%). Notably, while the shares of Beasley Broadcasting (BBGI) were down 10%, the shares performed better than the 17% decline for the industry in the quarter. Importantly, Beasley recently provided favorable updated Q1 guidance for the first quarter. Q1 revenues are expected to increase 1% to 2.5% and EBITDA growth is expected to be in the range of 40% to 50%, significantly better than our estimates. Furthermore, management provided a sanguine outlook for 2023 and 2024. Digital revenue is expected to reach 20% to 30% of total revenue with a goal of reaching 40% in 2024. By comparison, Digital revenue was 17% of total revenue in the fourth quarter 2022. Furthermore, the company is sitting on roughly $35 million in cash. It has opportunistically repurchased $10 million of its bonds at a significant discount. We believe that it is likely to maintain a strong cash position given the economic uncertainty. 

We view Townsquare Media (TSQ), Salem Media (SALM) and Beasley Broadcast (BBGI) as among our favorites in the industry given the diverse revenue streams. While these companies are not immune to the economic headwinds, we believe that its Digital businesses should offer some ballast to its more sensitive Radio business. In the case of Salem, 30% of its revenues are relatively stable with block programming. As Figure #12 Broadcast Radio Comparables illustrates, the shares of Townsquare are among the cheapest in the industry, trading below peer group averages. Notably, the company instituted a hefty dividend. As a result, investors get paid while we await a favorable upturn in fundamentals. As such, the shares of TSQ tops our list of favorites. 

Figure #10 Radio Industry Q4 YoY Revenue Growth

Source: Eikon & Company filings

Figure #11 Radio Industry Q4 YoY EBITDA Margins

Source: Eikon & Company filings

Figure #12 Broadcast Radio Comparables 

Source: Noble estimates & Eikon

Publishing 

Advertising takes a hit  

After a period of moderating revenue trends, Publishers reported a weakened advertising environment. As illustrated in Figure #13 Publishing Industry YOY Revenue Growth, illustrates that revenue trends deteriorated with Print advertising taking a nose dive. This trend was illustrative in the results from Lee Enterprises, one of our current favorites in the sector. After a fiscal fourth quarter flat revenue performance, the company reported a 8.5% decline in its fiscal first quarter. The Q1 revenue performance reflected an 18.5% decrease in Print advertising, an acceleration in the rate of the 11% decline in the previous quarter. 

The surprisingly weak quarter hit the company’s adj. EBITDA margins. Traditionally, Lee maintained some of the best margins in the industry. As Figure #14 Q4 Publishing Industry EBITDA Margins illustrates, the company fell in ranking to among the lowest in the sector. Importantly, in spite of the revenue weakness, the company maintains its previous adj. EBITDA guidance of $94 million to $100 million. To achieve its cash flow target in light of the soft revenue outlook, Lee implemented a round of expense cuts to bolster cash flow. Cost reductions are expected to result in $40 million of savings in FY23, and $60 million in annualized savings going forward. While we are disappointed that the company’s Print business is not moderating as previously expected, the company’s Digital businesses remain favorably robust. In addition, its Digital business is turning toward contributing margins. As such, we remain sanguine about the company’s digital transition. 

As Figure #15 Publishing Comparables highlights, there is a wide gap between the valuation of the New York Times (NYT) and the rest of the industry, including Lee. While the highly debt levered shares of Gannett appear cheaper, we believe that Lee has a more favorable debt profile with a fixed 9% annual rate, no fixed principal payments, no performance covenants and a 25 year maturity. With the shares trading at 5.3 times our 2024 adj. EBITDA estimate compared with 15.4 times at the New York Times, we believe that there is limited downside risk in the LEE shares. Furthermore, we believe that the company is well positioned as economic and advertising prospects improve. Given the company’s favorable outlook for its Digital transition, we believe that the shares should close the gap in valuations with the leadership stock in the group. Consequently, the shares of LEE are among our favorite play for an improving economic outlook. 

Figure #13 Publishing Industry YoY Revenue Growth 

Source: Eikon & Company filings

Figure #14 Q4 Publishing Industry EBITDA Margins

Source: Eikon & Company filings

Figure #15 Publishing Comparables 

Source: Noble estimates & Eikon

For more information on companies mentioned in this report click on the following:

Beasley Broadcast

Cumulus Media

Direct Digital

Entravision

E.W. Scripps

Harte Hanks

Lee Enterprises

Salem Media Group

Townsquare Media

Travelzoo

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ANALYST CREDENTIALS, PROFESSIONAL DESIGNATIONS, AND EXPERIENCE

Senior Equity Analyst focusing on Basic Materials & Mining. 20 years of experience in equity research. BA in Business Administration from Westminster College. MBA with a Finance concentration from the University of Missouri. MA in International Affairs from Washington University in St. Louis.
Named WSJ ‘Best on the Street’ Analyst and Forbes/StarMine’s “Best Brokerage Analyst.”
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