Gray Television (NYSE:GTN) and PROSIEBENSAT 1/ADR (OTCMKTS:PBSFY) are both consumer discretionary companies, but which is the better business? We will compare the two businesses based on the strength of their earnings, profitability, dividends, analyst recommendations, risk, valuation and institutional ownership.

Profitability

This table compares Gray Television and PROSIEBENSAT 1/ADR’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Gray Television 29.12% 14.95% 4.68%
PROSIEBENSAT 1/ADR 10.94% 39.90% 7.24%

Analyst Ratings

This is a breakdown of current ratings and recommmendations for Gray Television and PROSIEBENSAT 1/ADR, as reported by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Gray Television 0 0 8 0 3.00
PROSIEBENSAT 1/ADR 0 0 0 0 N/A

Gray Television currently has a consensus target price of $23.00, indicating a potential upside of 36.90%. Given Gray Television’s higher possible upside, equities analysts clearly believe Gray Television is more favorable than PROSIEBENSAT 1/ADR.

Dividends

PROSIEBENSAT 1/ADR pays an annual dividend of $0.37 per share and has a dividend yield of 8.3%. Gray Television does not pay a dividend.

Valuation & Earnings

This table compares Gray Television and PROSIEBENSAT 1/ADR’s gross revenue, earnings per share (EPS) and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Gray Television $882.73 million 1.69 $261.95 million $1.17 14.36
PROSIEBENSAT 1/ADR $4.61 billion 0.90 $532.37 million N/A N/A

PROSIEBENSAT 1/ADR has higher revenue and earnings than Gray Television.

Risk and Volatility

Gray Television has a beta of 2.05, meaning that its stock price is 105% more volatile than the S&P 500. Comparatively, PROSIEBENSAT 1/ADR has a beta of 0.8, meaning that its stock price is 20% less volatile than the S&P 500.

Insider & Institutional Ownership

86.5% of Gray Television shares are owned by institutional investors. Comparatively, 0.5% of PROSIEBENSAT 1/ADR shares are owned by institutional investors. 10.0% of Gray Television shares are owned by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a stock is poised for long-term growth.

Summary

Gray Television beats PROSIEBENSAT 1/ADR on 7 of the 12 factors compared between the two stocks.

Gray Television Company Profile

Gray Television, Inc., a television broadcast company, owns and operates television stations and digital assets in the United States. As of February 23, 2018, the company owned and operated television stations in 57 television markets broadcasting approximately 200 program streams, including approximately 100 channels affiliated with the CBS Network, the NBC Network, the ABC Network, and the FOX Network. It also broadcasts secondary digital channels affiliated to ABC, CBS, and FOX, as well as channels affiliated with various other networks and program services, including CW Plus Network, MY Network, the MeTV Network, This TV Network, Antenna TV, Telemundo, Cozi, Heroes and Icons, and MOVIES! Network; and local news/weather channels in various markets. The company was formerly known as Gray Communications Systems, Inc. and changed its name to Gray Television, Inc. in August 2002. Gray Television, Inc. was founded in 1897 and is headquartered in Atlanta, Georgia.

PROSIEBENSAT 1/ADR Company Profile

ProSiebenSat.1 Media SE, together with its subsidiaries, operates as a media company in Europe. The company operates through four segments: Broadcasting German-speaking, Digital Entertainment, Digital Ventures & Commerce, and Content Production & Global Sales. The Broadcasting German-speaking segment operates free TV stations, such as SAT.1, ProSieben, kabel eins, sixx, SAT.1 Gold, ProSieben MAXX, and kabel eins Doku, as well as distributes ProSiebenSat.1 HD stations. The Digital Entertainment segment provides online video include maxdome, a pay-video-on-demand portal; and Studio71, a digital studio. It is also involved in the areas of artist management, music, and live entertainment. The Digital Ventures & Commerce segment includes online travel vertical, online price comparison, and online dating area, as well as vertical lifestyle commerce and the SevenVentures business. The Content Production & Global Sales segment produces and sells programming content under the umbrella of Red Arrow Studios. ProSiebenSat.1 Media SE was founded in 1984 and is headquartered in Unterföhring, Germany.

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