We are maintaining our NEUTRAL view on the media sector.
July gross adex grew by 2.2% MoM, bringing the YTD adex growth to +2.4% YoY. We believe the moderate performance in
the YTD adex was mainly caused by a ‘saving for the rainy days’ approach
adopted by advertisers. On top of that, the uncertainty of the 13th General Election could also muffle
advertisers' appetite to a certain extent. While we are retaining our 10.0%
(based on a 2.0x GDP multiplier) fullyear adex forecast for now, we may review
the number should August adex come in below our expectation. There are also no
changes in our media companies’ CY12-CY14 earnings estimates. We are keeping
our OUTPERFORM rating on Media Chinese International (“MEDIAC”) with an
unchanged target price of RM1.80, based on a targeted FY13 PER of 15.7x (+2SD).
Meanwhile, our Star Publications (“STAR”) and Media Prima (“MEDIA”) target
prices remain at RM3.22 and RM2.40, based on unchanged targeted FY13 PERs of
13.1x and 13.4x, respectively. We reiterate our MARKET PERFORM calls on STAR
and MEDIA.
The YTD July gross
adex grew by +2.4% YoY to RM6.1b according to Nielsen. The higher growth
was mainly driven by all mediums but was partially offset by the lower growth in
the FTA (-1.9%) and Newspaper (-0.5%) segments.
Outdoor and Cinema segments, on the other hand, recorded the strongest
YTD jump of +24.1% and +56.7% to RM82.5m and RM18.1m, respectively, as a result
of increasing adex spending trend on targeted groups and changes in consumer
lifestyles. On the market share front, Pay TV segment continued to gain market
share in the YTD July total gross adex with
23.9% (vs. 21.7% a year ago) at the expense of the FTA (27.2% vs. 28.4%)
and newspapers (40.2% vs. 41.4%) segments.
MoM, July adex was up
by 2.2% to RM1.0b thanks to the
higher contribution from the Newspapers (+4.7%) and Pay TV (+2.6%) segments but
this was partially offset by flattish growth in the FTA (-0.1%) medium. The
latest gross adex numbers have somehow surprised us given that UEFA EURO 2012
and the pre-Olympic game were both scheduled in July and traditionally, they
benefit the TV segment more than that of the newspaper medium.
Newspaper YTD gross
adex was relatively flattish at -0.5% YoY to RM2.5b. The relatively
flattish performance was mainly caused by the contraction in both the English
(-7.0% YoY) and Chinese (-1.3% YoY) segments but was partially offset by a higher contribution
from the Malay (+5.9% YoY) segment. On a MoM basis, most of the languages newspapers
improved in July with Malay experiencing the largest expansion of 17.3% followed
by Chinese (+0.4%). English newspapers adex, meanwhile, contracted by -2.7%. MEDIAC,
STAR and MEDIA’s newspaper gross adex recorded a -2.2%, -11.2% and +12.9% growth,
respectively, in July on a YoY basis.
YTD Pay TV gross adex
continued to strengthen by 12.8% YoY to RM1.47b at the expense of FTA TV,
which contracted by 1.9% YoY. On a MoM basis, the total TV adex experienced a
moderate growth of 1.2% driven mainly by the UEFA EURO event. For the TV segmental
adex breakdown, MEDIA’s gross TV adex was lowered by 3.8% MoM as opposed to the
other FTA TV (-0.1%) and Pay TV (+2.6%) segments. On market shares front, FTA
TV continued to command the lion share of the total YTD TV adex with a 53.2%
share (vs. YTD July 11: 56.6%).
Sentiment continued
to improve but may come in below expectation on a full-year basis. While
the gross adex momentum has continued to improve, it may still likely be below our
expectation on a full-year basis, which we have forecasted to record an adex
growth of 10.0% in CY12, based on a 2.0x GDP multiplier. We are retaining our
adex forecast for now but may review our numbers should August adex come in
below our expectation. Note that August adex should theoretically record a
strong growth due to the Olympic game and Hari Raya festival.
Source: Kenanga
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