ITV share price looks cheap despite the company’s challenges15 May 2022 23:09
One of the reasons digital advertising has become such a massive market in recent years is the fact that advertisers can target specific audiences. It’s not easy to do the same with traditional advertising channels, such as billboards and TV. With its new digital-first platform, ITV should be able to address these issues.
Indeed, management is aiming for digital revenues to hit £750m by 2026, up 100% from current levels – and ITVX is a core piece of this ambition.
The strategy already appears to be paying off. Total advertising revenue across the group rose 16% for the three months to the end of March 2022. However, digital advertising revenue grew even faster, jumping 27% in the period. Total streaming hours on ITV Hub, ITV Hub+ and BritBox UK were up 8%, with digital revenues growing 24% overall.
For the quarter as a whole total external revenue was up 18% at £834m.
Still, government plans to help ITV and other public service broadcasters compete with global streaming giants do help the firm’s cause, and the fact that advertising revenues are still expanding is impressive, especially as Netflix starts to struggle.
Based on Refinitiv broker estimates, the stock is trading at a forward price/earnings (p/e) multiple of 4.9. Analysts are also projecting a dividend of 5.16p per share for 2022, implying a dividend yield of 7.7%.
ITV is facing some big challenges, but if management can pull off the digital transformation over the next few years, the stock looks cheap at current levels.