Recovery in ad revenues may help Sun shine again
Business Standard|April 04, 2024
Brokerages positive on Sun TV, given its attractive valuations
RAM PRASAD SAHU
Recovery in ad revenues may help Sun shine again

The stock of Sun TV Network is down 17 percent from its January highs on weaker-than-expected December quarter performance, delays in the pickup of advertising revenues, and a cut in earnings expectations.

Brokerages are positive on the stock given its attractive valuations and expect a re-rating if there is value unlocking for its IPL franchise.

The company's revenues were up 3 per cent year-on-year (Y-o-Y) but missed brokerage expectations. JM Financial Research says revenues were 7 per cent below its estimates and were driven by lower movie distribution revenues.

While overall core revenues were in line, advertising revenue growth was down 3 per cent Y-o-Y as the Cricket World Cup likely diverted FMCG ad spend towards cricket.

Abhishek Kumar and Anuj Kotewar of JM Financial Research expect a more gradual recovery in advertising revenues as still soft volume growth and weak rural demand will likely cap FMCG ad spend.

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