Media & Internet: Beta, Multiples & WACC by Sector

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What the numbers say.

The media sector has shifted noticeably this month. It is valued notably higher than a month ago: the median EV/EBITDA rose to 9.4x and most companies became more expensive, the beta eased to 0.69, and the cost of capital stands at 7.7 %. Expected growth, not growth, separates the expensive companies from the cheap ones. The sector is more unsettled than in September: the choice of peers and settings moves the value more than it did.

EV/EBITDA is now the multiple to use

It is the tightest of the multiples the fundamentals explain, a dispersion of 36 % across the 20 companies. EV/Sales spreads by 78 % because it carries the margin differences with it.

The beta to use: 5 years, monthly, 0.69

Among the stable settings it has the tightest spread across the 20 companies; R² 16 %, 16 of 20 betas significant, liquid group (median bid-ask spread 0.22 %). It is the smartZebra standard setting. The settings alone move the median beta from 0.36 to 0.69.

Both choices matter

Ten of the twenty companies move the EV/EBITDA median by −40 % to +23 %, the settings by up to 50 %. Media sits in the handle-with-care corner of the map.

Expected growth is confirmed

The usual yardsticks for media: the Rule of 40 and expected growth. Rule of 40: partly (rank correlation +0.58 with EV/Sales (NTM)). Expected growth: confirmed (rank correlation +0.61 with EV/EBITDA (NTM)). Median EV/Sales (NTM) by sub-group: online platforms 6.9x, media, content & agencies 1.3x.

EV/EBITDA (NTM): median 8.9x → 9.4x

13 more expensive · 6 cheaper

Informa fell most (−9 %), Scout24 rose most (+25 %).

{"m":[["Prosus N.V. Class N","99.0","92.6","−6%"],["CD Projekt","33.1","31.8","−4%"],["Vend Marketplaces","14.4","14.6","+1%"],["Allegro.eu","12.3","14.1","+14%"],["Scout24","9.4","11.7","+25%"],["Delivery Hero","11.6","11.7","+1%"],["Rightmove","10.1","11.7","+16%"],["Universal Music Group","9.7","11.1","+15%"],["Auto Trader Group","8.8","10.4","+18%"],["Pearson","8.9","9.4","+6%"],["Informa","9.6","8.7","−9%"],["Publicis Groupe","7.2","7.5","+4%"],["Stroeer","5.5","5.7","+4%"],["RTL Group","5.1","5.5","+10%"],["WPP","5.2","5.4","+4%"],["ITV","5.3","5.1","−2%"],["Embracer Group","3.5","3.8","+10%"],["Havas","3.8","3.7","−3%"],["MFE-MediaForEurope","2.6","2.4","−8%"]],"b":[["Delivery Hero","1.37","1.37",57],["Vend Marketplaces","0.96","0.92",33],["Rightmove","0.93","0.87",71],["Publicis Groupe","0.81","0.81",66],["Universal Music Group","0.89","0.80",38],["Havas","0.82","0.79",37],["Informa","0.76","0.79",92],["ITV","0.77","0.76",65],["Embracer Group","0.76","0.74",45],["Auto Trader Group","0.77","0.70",64],["Prosus N.V. Class N","0.71","0.69",36],["Scout24","0.72","0.66",62],["Vivendi","0.65","0.62",47],["Stroeer","0.63","0.61",59],["RTL Group","0.58","0.56",43],["WPP","0.54","0.49",63],["MFE-MediaForEurope","0.46","0.48",37],["CD Projekt","0.23","0.24",45],["Pearson","0.14","0.18",53],["Allegro.eu","0.16","0.17",40]],"w":["Vend Marketplaces","Prosus N.V. Class N","Havas","MFE-MediaForEurope","Universal Music Group"]}

Beta (5 years, monthly): median 0.74 → 0.69

16 of 20 significant

Each line runs from last month’s beta (light dot) to this month’s (blue dot), on the same beta setting.

Do the usual yardsticks hold this month?

The usual yardsticks for media, tested on the 20 companies this month.

Each extra point of expected growth adds about 0.3x to EV/EBITDA.

Rule of 40

Partly

Rank correlation +0.58 with EV/Sales (NTM) · clear link from +0.60

Expected growth

Confirmed

Rank correlation +0.61 with EV/EBITDA (NTM) · clear link from +0.60

Position on the sector map

This sector in gold, the other 19 sectors in blue. Dashed lines at 40 pp are illustrative.

Construction

Chemicals

Utilities

158

Telecom

Media

Travel & Leisure

Retail

Luxury

Consumer Goods

Logistics

Business Serv.

Aero & Defence

Electrical Eq.

Medtech

Pharma

IT Services

Semiconductors

Software

Automotive

Machinery

Media

How much the choices move the result

Beta and fit

R² (median)

16 %

Significant betas

16 of 20

Median bid-ask spread

0.22 %

Beta range across settings

0.36–0.69

What moves the value?

Change vs. prior month

+6 % vs. September

Peer impact on the median

−40 % to +23 %

Spread from peer choice (pp)

Spread from beta settings (pp)

Position on the sector map

Handle with care

Cost of capital

Cost of equity (CAPM)

“kE = rf + β · MRP”

rf = base rate, MRP = market risk premium, β = sector median beta.

WACC

“WACC = E/(D+E) · kE + D/(D+E) · kD · (1 − t)”

kD = base rate + credit spread; t = peer-average tax rate.

Tax rate

“t = average tax rate of the 20 peers”

Shown above as Tax rate (%).

Selection rules

Best-fit multiple

“lowest dispersion across the 20 companies”

The reference multiple is used only as a fallback.

Beta setting

“tightest spread among stable settings”

Replaces 5y monthly only if it passes the two-month rule.

Status

“|Δ value| ≤ 1 % and |Δ β| ≤ 0.03 → stable”

Up to ±5 % / ±0.06 → shifted a bit; beyond → shifted noticeably.

Scope

The 20 largest European listed companies by market value with core business in media, advertising, publishing and online marketplaces; primary listing on a European exchange; banks, insurers, financial services and real estate are excluded.