Baosheng Media Group (NASDAQ:BAOS – Get Free Report) and Fluent (NASDAQ:FLNT – Get Free Report) are both small-cap business services companies, but which is the superior stock? We will contrast the two companies based on the strength of their valuation, risk, profitability, institutional ownership, analyst recommendations, dividends and earnings.
Insider & Institutional Ownership
6.3% of Baosheng Media Group shares are owned by institutional investors. Comparatively, 23.3% of Fluent shares are owned by institutional investors. 22.6% of Baosheng Media Group shares are owned by insiders. Comparatively, 38.4% of Fluent shares are owned by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company will outperform the market over the long term.
Valuation & Earnings
This table compares Baosheng Media Group and Fluent”s gross revenue, earnings per share (EPS) and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Baosheng Media Group | $570,000.00 | 7.54 | -$12.02 million | N/A | N/A |
| Fluent | $208.76 million | 0.31 | -$27.17 million | ($0.87) | -2.49 |
Baosheng Media Group has higher earnings, but lower revenue than Fluent.
Analyst Recommendations
This is a breakdown of recent ratings and target prices for Baosheng Media Group and Fluent, as reported by MarketBeat.com.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| Baosheng Media Group | 1 | 0 | 0 | 0 | 1.00 |
| Fluent | 0 | 1 | 1 | 0 | 2.50 |
Fluent has a consensus target price of $4.25, indicating a potential upside of 95.85%. Given Fluent’s stronger consensus rating and higher probable upside, analysts plainly believe Fluent is more favorable than Baosheng Media Group.
Volatility and Risk
Baosheng Media Group has a beta of 1.6, indicating that its share price is 60% more volatile than the S&P 500. Comparatively, Fluent has a beta of 1.03, indicating that its share price is 3% more volatile than the S&P 500.
Profitability
This table compares Baosheng Media Group and Fluent’s net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| Baosheng Media Group | N/A | N/A | N/A |
| Fluent | -12.22% | -132.41% | -30.65% |
About Baosheng Media Group
Baosheng Media Group Holdings Limited operates as an online marketing solution provider in the People's Republic of China. It connects advertisers, online media, and helping advertisers to manage their online marketing activities in various ways, including advising on advertising strategies, budget, and choice of advertising channels; procures ad inventory; offers ad optimization services; and administrates and fine-tunes the ad placement process. The company also serves media businesses in various ways, including identifying advertisers to buy their ad inventory; facilitating payment arrangements with advertisers; assisting advertisers in handling ad deployment logistics with media; and engaging in other marketing and promotion activities aimed at educating and inducing advertisers to use online advertising. Its advertising services comprise search engine marketing (SEM) services, such as the deployment of ranked search ads and other display search ads offered by search engine operators; and non-SEM services consisting of social media marketing, in-feed advertising, and mobile app advertising through deploying ads on media, such as social media platforms, short-video platforms, news portals, and mobile apps. The company was incorporated in 2014 and is headquartered in Beijing, the People's Republic of China.
About Fluent
Fluent, Inc. provides data-driven digital marketing services in the United States and internationally. The company operates through Fluent and All Other segments. It offers customer acquisition services by operating digital marketing campaigns, through which the company connects its advertiser clients with consumers. The company also delivers data and performance-based marketing executions to various consumer brands, direct marketers, and agencies across a range of industries, including financial products and services, media and entertainment, health and life sciences, retail and consumer, and staffing and recruitment. Fluent, Inc. was founded in 2010 and is headquartered in New York, New York.
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