According to the third quarterly report released by Focus Media on the evening of October 22, the company realized a revenue of 7.875 billion yuan, a year-on-year decrease of 11.57%; at the same time, it realized a net profit of 2.202 billion yuan belonging to shareholders of listed companies, with a year-on-year increase of 61.90%.
Among them, focus media achieved a revenue of 3.265 billion yuan, a year-on-year increase of 2.37%; and a net profit of 1.379 billion yuan attributable to shareholders of listed companies, with a year-on-year increase of 136.77%.
Focus Medias performance growth in the third quarter is related to two main reasons.
First of all, with the rise of new consumer industries, advertising budget in these areas has become the performance growth point of focus media.
In fact, affected by the new crown epidemic, the operating income of focus media in the first three quarters is still declining, and the overall decline of more than 10% is not small.
Focus media includes building media and cinema media. In the past few years, their revenue accounted for about 82%. However, in the first half of this year, cinemas across the country were closed down, and the media revenue of cinemas was greatly reduced.
According to the announcement, focus medias cinema media revenue in the first three quarters of 2020 was 162 million yuan, a decrease of 1.278 billion yuan, or nearly 90%, compared with 1.440 billion yuan in the same period of last year.
The proportion of cinema media revenue decreased from more than 16% to only about 2%.
Fortunately, the rise of the new consumer industry has made the building advertising of score media recover with the gradual alleviation of the epidemic situation.
Since the beginning of this year, Yuanqi forest and zihaiguo have become popular and put a lot of advertisements on buildings. At the same time, online education brands have increased significantly this year.
Focus media said that although the whole advertising industry declined year on year, the advertising budget was fully concentrated to the head. At the same time, the high growth of the new consumption track itself has brought about a rapid rebound in performance after the epidemic.
The revenue of building advertising in the second quarter was 2.617 billion yuan, which was basically flat on a year-on-year basis; in the third quarter, the revenue was 3.237 billion yuan, with a year-on-year growth of about 20%.
Secondly, although the revenue has declined, the net profit of focus media has increased greatly. The core reason lies in the decrease of cost. Including the decline of single screen rental costs, there are also some tax reductions.
Focus media said that due to the epidemic situation, the rental cost of media resources that can not normally publish advertisements has been reduced. At the same time, the market competition has been greatly weakened, and the rental cost of single screen has decreased.
In the first three quarters, the media rental cost of focus media decreased by 1.394 billion yuan. Among them, cinemas closed down, and theater rental costs decreased by 890 million yuan. Some communities and the affected office buildings also reduced the rental cost of building media, a total reduction of 472 million yuan.
In terms of taxes and fees, this years exemption from cultural construction fees also saves a sum of money. In the first half of 2019, the cultural construction fee in business tax and surcharges will be charged at 3% of the sales amount charged according to the value-added tax of business income, and from the second half of 2019, it will be charged by 1.5%. As a result, the business tax and surcharges of focus media have decreased compared with the same period last year.
Northbound funds in the last two quarters in a row, focus media. Following the increase of 21.6897 million shares in the second quarter of 2020, another 230 million shares were added in the third quarter. The shareholding ratio of Hong Kong Central Clearing Co., Ltd. (Lu stock connect) rose to 9.97%, a new record.
On the other hand, on the basis of the obvious decline in rental costs this year, focus medias gross profit margin in the first three quarters was 58.98%, which was higher than that in 2019, but there was still a big gap between the gross profit rate of focus media in the first three quarters, which exceeded 70% in 2015-2017.
Obviously, the competition of the new media has brought great pressure on the mass media. With the fierce competition, the good time of mass media in the past has gone back.