Comparing E.W. Scripps (NASDAQ:SSP) & Haoxi Health Technology (NASDAQ:HAO)

Haoxi Health Technology (NASDAQ:HAO) and E.W. Scripps (NASDAQ:SSP) are both small-cap communication services companies, but which is the better stock? We will contrast the two businesses based on the strength of their dividends, profitability, risk, analyst recommendations, valuation, earnings and institutional ownership.

Profitability

This table compares Haoxi Health Technology and E.W. Scripps’ net margins, return on equity and return on assets.

	Net Margins	Return on Equity	Return on Assets
Haoxi Health Technology	N/A	N/A	N/A
E.W. Scripps	-4.63%	-0.56%	-0.09%

Earnings & Valuation

This table compares Haoxi Health Technology and E.W. Scripps”s revenue, earnings per share and valuation.

	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Haoxi Health Technology	$42.68 million	0.03	$3.88 million	N/A	N/A
E.W. Scripps	$2.15 billion	0.14	-$100.88 million	($1.85)	-1.82

Haoxi Health Technology has higher earnings, but lower revenue than E.W. Scripps.

Volatility and Risk

Haoxi Health Technology has a beta of -1.13, meaning that its share price is 213% less volatile than the S&P 500. Comparatively, E.W. Scripps has a beta of 0.65, meaning that its share price is 35% less volatile than the S&P 500.

Analyst Ratings

This is a breakdown of current ratings for Haoxi Health Technology and E.W. Scripps, as reported by MarketBeat.

	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Haoxi Health Technology	1	0	0	0	1.00
E.W. Scripps	1	3	1	0	2.00

E.W. Scripps has a consensus price target of $5.95, suggesting a potential upside of 76.56%. Given E.W. Scripps’ stronger consensus rating and higher probable upside, analysts plainly believe E.W. Scripps is more favorable than Haoxi Health Technology.

Institutional and Insider Ownership

67.8% of E.W. Scripps shares are held by institutional investors. 5.2% of E.W. Scripps shares are held by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company will outperform the market over the long term.

Summary

E.W. Scripps beats Haoxi Health Technology on 8 of the 12 factors compared between the two stocks.

About Haoxi Health Technology

Haoxi Health Technology Limited, through its subsidiaries, provides online marketing solutions in China. It offers online marketing solutions, including online short video marketing solutions to advertisers through its media partners; and customized marketing solutions by planning, producing, placing, and optimizing online ads to help advertisers acquire, convert, and retain consumers on various online media platforms. The company places its ads through mainstream online short video and social media platforms, such as Toutiao, Douyin, WeChat, and Sina Weibo. It serves advertiser client base primarily in the healthcare industry. The company was founded in 2018 and is based in Beijing, China.

About E.W. Scripps

The E.W. Scripps Company, together with its subsidiaries, operates as a media enterprise through a portfolio of local television stations, national news, and entertainment networks in the United States. It operates through Local Media, Scripps Networks, and Other segments. The Local Media segment operates broadcast television stations, which produce news, information, sports, and entertainment content, as well as its related digital operations; runs network, syndicated, and original programming, and local sporting events; and provides core and political advertising services. The Scripps Networks segment offers national television networks through free over-the-air broadcast, cable/satellite, connected TV, and digital distribution. This segment also provides Scripp News, a national news network, which provides politics, entertainment, science, and technology news; Court TV, which showcases live trials; entertainment brands, such as Bounce, Defy TV, Grit, ION Mystery, and Laff; and ION, a national network of broadcast stations and broadcast television spectrum, which distributes programming through Federal Communications Commission-licensed television stations, as well as affiliated TV stations through over-the-air broadcast and pay TV platforms. In addition, it provides content and services through digital platforms, including the Internet, smartphones, and tablets; Nuvyyo, which offers consumers DVR product solutions to watch and record free over-the-air HDTV on connected devices; and Scripps National Spelling Bee, which shows educational programs. The company serves audiences and businesses through cable and satellite service providers. The E.W. Scripps Company was founded in 1878 and is headquartered in Cincinnati, Ohio.