Advertising

Overweight The S&P advertising index has finally caught a bid as Q4 earnings came in better than expected, driven by solid improvements in organic revenue growth. This is supported by industry pricing power which is in the midst of a v-shaped recovery (second panel). More importantly, earnings guidance has been exceptionally strong, supporting spiking earnings estimates (third panel). Still, despite the strong upward move of the index, valuations remain near decade lows as estimates have been revised upward faster than the market has reacted (bottom panel). We expect this to deliver outsized returns as valuations normalize; stay overweight. The ticker symbols for the stocks in this index are: BLBG: S5ADVT - IPG, OMC. A Snap Back For Advertisers A Snap Back For Advertisers

The S&P advertising index broke down after a tough Q2 earnings season that saw caution, particularly from consumer goods clients holding back advertising budgets. However, management teams maintained their full-year guidance with expectations of a second half recovery; the analyst community concurred and earnings estimates barely budged (bottom panel). The market appears to have much less faith, driving valuation multiples to their lowest level since the GFC (second panel). We think this capitulation has created a significant buying opportunity. This mostly variable cost industry has a proven ability to downshift its cost base in line with a pullback in revenues; a steep decline in wages has been underway since the start of the year (third panel). This is driving a steep divergence between our vibrant industry margin proxy and muted EPS growth expectations (bottom panel). If management forecasts pan out, an EPS recovery should follow; more patient investors will be rewarded. Stay overweight. The ticker symbols for the stocks in this index are: BLBG: S5ADVT - IPG, OMC. Sentiment Has Swung Against Advertisers; Contrarians Should Stay Long Sentiment Has Swung Against Advertisers; Contrarians Should Stay Long

In recent months we have outlined and acted on the bull case for media by upgrading both the S&P cable & satellite and S&P movies & entertainment indexes. This week we added another sub-component to the overweight column. The S&P advertising index has an opportunity to positively surprise in the coming quarters. Expectations are subdued, as measured by both long-term and cyclical relative forward earnings growth estimates, as well as elevated short interest (third panel). On this front, accelerating outlays on media services are a positive omen for marketing budgets, as well as advertising stocks, particularly if consumers begin to loosen their purse strings. Already, advertisers have enjoyed solid revenue growth, in contrast with the contraction in overall S&P 500 sales. As a result, ad rates have gone up, as proxied by the producer price indexes for radio, broadcasting and network TV (second panel). A demand-driven increase in pricing power should be viewed as sustainable, and has higher odds of translating into premium share price valuations given the positive impact on industry productivity (bottom panel). True, the leveling off in auto sales is a risk given the industry’s massive marketing budget, but there are offsets, including the boom in electronics spending, which has positive implications for content demand and potential digital media spending. Netting it out, the reward/risk tradeoff is favorable for an upshift to overweight. The ticker symbols for the stocks in this index are: BLBG: S5COND - OMC and IPG. bca.uses_in_2016_07_26_002_c1 bca.uses_in_2016_07_26_002_c1

Expectations of a prolonged period of abundant liquidity and rising confidence that recession is not imminent have created the conditions for a potential blow-off phase. This week we are fine-tuning our portfolio for peak performance.