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Southern Cross Media Group Limited (AU:SXL)
ASX:SXL

Southern Cross Media Group Limited (SXL) AI Stock Analysis

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AU:SXL

Southern Cross Media Group Limited

(Sydney:SXL)

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Neutral 49 (OpenAI - 4o)
Rating:49Neutral
Price Target:
AU$0.79
▼(-1.75% Downside)
The overall stock score is primarily influenced by financial performance challenges, including declining revenue and profitability, and technical analysis indicating bearish momentum. While the valuation shows a high P/E ratio, the attractive dividend yield provides some support.
Positive Factors
Cash Flow Management
Strong cash flow management with significant growth in free cash flow enhances financial stability and supports future investments.
Digital Media Revenue
Revenue from digital media services positions SXL to capitalize on the growing demand for digital advertising, supporting long-term growth.
Gross Profit Margin
A strong gross profit margin indicates effective cost management and pricing power, contributing to long-term profitability potential.
Negative Factors
Declining Revenue
Declining revenue trends suggest challenges in maintaining market share and could impact long-term growth prospects.
Increased Leverage
Higher leverage increases financial risk and may limit the company's ability to invest in growth opportunities.
Low Net Profit Margin
A low net profit margin reflects operational inefficiencies and could hinder the company's ability to generate sustainable profits.

Southern Cross Media Group Limited (SXL) vs. iShares MSCI Australia ETF (EWA)

Southern Cross Media Group Limited Business Overview & Revenue Model

Company DescriptionSouthern Cross Media Group Limited, together with its subsidiaries, engages in the creation of audio content for distribution on broadcast and digital networks. It operates in two segments, Audio and Television. The company owns 99 radio stations in FM, AM, and DAB+ radio, as well as 34 regional radio stations; broadcasts 93 free to air TV signals in regional Australia; operates LiSTNR, an audio destination for consumers housing radio, podcasts, music, and news; and offers sales representation for open audio platform SoundCloud and Sonos Radio. It also provides social media, live events, and digital platforms that deliver national and local entertainment, and news content. The company was formerly known as Macquarie Media Group. Southern Cross Media Group Limited was incorporated in 2005 and is based in South Melbourne, Australia.
How the Company Makes MoneySouthern Cross Media Group generates revenue primarily through advertising sales across its radio and television platforms. The company sells advertising space to businesses looking to promote their products and services to a wide audience, leveraging its extensive reach and listener/viewer demographics. Additionally, SXL earns revenue from digital media services, including online advertising and partnerships with digital content providers. Significant partnerships with local and national advertisers enhance its revenue potential. The company also benefits from the growing demand for integrated media solutions, allowing it to offer bundled advertising packages across multiple platforms, thereby increasing its earnings.

Southern Cross Media Group Limited Financial Statement Overview

Summary
Southern Cross Media Group Limited faces challenges with declining revenue and profitability, as evidenced by decreasing margins and a low net profit margin. The balance sheet shows increased leverage, which could pose financial risks. However, the company demonstrates strong cash flow management, with significant growth in free cash flow.
Income Statement
45
Neutral
Southern Cross Media Group Limited has experienced declining revenue over the past few years, with a notable decrease of 7.88% in the most recent year. The gross profit margin is relatively strong at 79.31% for 2025, but the net profit margin is low at 2.18%, indicating challenges in converting revenue into profit. The EBIT and EBITDA margins have also decreased, reflecting operational inefficiencies.
Balance Sheet
50
Neutral
The company's debt-to-equity ratio has increased to 1.07, indicating higher leverage and potential financial risk. However, the equity ratio remains stable, suggesting a balanced asset structure. The return on equity is low, highlighting challenges in generating returns for shareholders.
Cash Flow
60
Neutral
The cash flow situation shows improvement, with a 37.40% growth in free cash flow in 2025. The operating cash flow to net income ratio is strong at 0.84, indicating good cash generation relative to net income. The free cash flow to net income ratio is also healthy, suggesting efficient cash management.
BreakdownTTMDec 2025Dec 2024Dec 2023Dec 2022Dec 2021
Income Statement
Total Revenue421.83M421.70M499.12M503.95M524.55M528.30M
Gross Profit115.91M334.45M134.50M145.57M162.34M149.12M
EBITDA57.59M53.72M-270.64M67.75M-166.76M126.55M
Net Income7.87M9.19M-224.60M19.11M-153.72M48.10M
Balance Sheet
Total Assets686.06M686.06M692.32M1.03B1.07B1.33B
Cash, Cash Equivalents and Short-Term Investments35.45M35.45M10.54M12.96M49.46M75.42M
Total Debt226.84M226.84M245.82M247.28M253.76M240.19M
Total Liabilities473.80M473.80M489.48M594.40M610.92M684.32M
Stockholders Equity212.26M212.26M202.84M435.15M460.41M642.52M
Cash Flow
Free Cash Flow55.96M55.48M18.71M21.33M13.70M83.21M
Operating Cash Flow58.04M65.39M21.70M46.12M43.60M97.16M
Investing Cash Flow-3.26M-3.01M-8.16M-21.51M-30.99M-11.96M
Financing Cash Flow-23.09M-37.48M-28.74M-61.11M-38.57M-281.20M

Southern Cross Media Group Limited Technical Analysis

Technical Analysis Sentiment
Neutral
Last Price0.80
Price Trends
50DMA
0.83
Negative
100DMA
0.79
Positive
200DMA
0.70
Positive
Market Momentum
MACD
>-0.01
Positive
RSI
42.33
Neutral
STOCH
16.67
Positive
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For AU:SXL, the sentiment is Neutral. The current price of 0.8 is below the 20-day moving average (MA) of 0.81, below the 50-day MA of 0.83, and above the 200-day MA of 0.70, indicating a neutral trend. The MACD of >-0.01 indicates Positive momentum. The RSI at 42.33 is Neutral, neither overbought nor oversold. The STOCH value of 16.67 is Positive, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Neutral sentiment for AU:SXL.

Southern Cross Media Group Limited Peers Comparison

Overall Rating
UnderperformOutperform
Sector (60)
Financial Indicators
Name
Overall Rating
Market Cap
P/E Ratio
ROE
Dividend Yield
Revenue Growth
EPS Growth
60
Neutral
$48.67B4.58-11.27%4.14%2.83%-41.78%
60
Neutral
AU$1.78B17.156.58%4.87%2.18%-4.23%
59
Neutral
AU$140.69M18.8115.24%1.39%13.97%21.30%
52
Neutral
AU$56.25M-9.52-2.90%86.34%-2.19%-210.32%
50
Neutral
€192.39M11.574.22%-5.13%-63.27%
49
Neutral
AU$193.12M24.543.01%5.06%-15.51%
* Communication Services Sector Average
Performance Comparison
Ticker
Company Name
Price
Change
% Change
AU:SXL
Southern Cross Media Group Limited
0.81
0.25
45.83%
AU:SWM
Seven West Media Limited
0.13
-0.02
-16.67%
AU:NEC
Nine Entertainment Co. Holdings Limited
1.12
0.28
33.33%
AU:A1N
HT&E Ltd
0.42
-0.21
-33.33%
AU:GTN
GTN Ltd.
0.30
-0.03
-9.09%
AU:BBL
Brisbane Broncos Limited
1.44
0.52
56.52%

Southern Cross Media Group Limited Corporate Events

Southern Cross Media Group Advances Merger with Seven West Media
Nov 27, 2025

Southern Cross Media Group Limited (SCA) has received approval from the Australian Communications and Media Authority (ACMA) for its proposed acquisition of Seven West Media Limited (SWM) through a scheme of arrangement. This approval fulfills a key regulatory condition, allowing the merger to progress, although it remains subject to other customary conditions. SCA has committed to potential divestments, which are not expected to significantly impact the combined entity, and is advocating for regulatory reforms to retain all existing broadcasting licenses. The merger is anticipated to enhance SCA’s market positioning and operational capabilities.

Southern Cross Media Group Announces AGM Results with Key Resolutions Passed
Nov 24, 2025

Southern Cross Media Group Limited held its Annual General Meeting on November 24, 2025, where all resolutions were decided by poll. Key outcomes included the re-election of Ido Leffler as a non-executive director, the adoption of the Remuneration Report, and the granting of performance rights to the Managing Director, all of which were carried. However, the resolution to remove Heith Mackay-Cruise as Director was not carried. These decisions reflect the shareholders’ support for the current management and strategic direction of the company.

Southern Cross Media Reports Strong FY25 Results and Announces Merger with Seven West Media
Nov 24, 2025

Southern Cross Media Group Limited reported strong financial performance for FY25, with a 5% revenue growth and a significant increase in EBITDA, driven by digital revenue growth and the success of its LiSTNR platform. The company has focused on its ‘All About Audio’ strategy, divesting from regional television assets to concentrate on radio and digital audio. A proposed merger with Seven West Media aims to create a leading integrated media platform, enhancing market reach and offering significant revenue upside. This merger is expected to position the combined entity as the largest broadcaster in Australia, with diversified revenue streams and a strong market position in the 25-54 age group.

ACCC Approves SCA and SWM Merger Proposal
Nov 13, 2025

Southern Cross Media Group Limited has received informal clearance from the Australian Competition and Consumer Commission for its proposed merger with Seven West Media Limited. This approval satisfies a key condition of the merger, indicating it will not significantly reduce competition. However, the merger still requires approval from SWM shareholders and the Australian Communications and Media Authority.

ACCC Approves Southern Cross Media’s Acquisition of Seven West Media
Nov 13, 2025

The Australian Competition and Consumer Commission (ACCC) has approved Southern Cross Media Group Limited’s proposed acquisition of Seven West Media Limited, satisfying a key condition of the scheme of arrangement. This development marks a significant step in the acquisition process, although other conditions outlined in the Scheme Booklet must still be met. The acquisition could potentially reshape the media landscape in Australia, impacting stakeholders and the competitive dynamics within the industry.

ACCC Clears Southern Cross Media’s Acquisition of Seven West Media
Nov 13, 2025

The Australian Competition and Consumer Commission (ACCC) has decided not to oppose Southern Cross Media Group’s proposed acquisition of Seven West Media. The ACCC’s investigation concluded that the two companies are not close competitors in the supply of advertising opportunities or media content, as Southern Cross focuses on radio and audio entertainment while Seven West Media is involved in print news and television. The decision reflects broader industry trends, such as the rise of digital media and online advertising, which continue to challenge traditional media platforms. The acquisition is unlikely to substantially lessen competition in any market.

Southern Cross Media Group to Acquire Seven West Media
Nov 12, 2025

Southern Cross Media Group Limited is set to acquire Seven West Media Limited through a scheme of arrangement, as approved by the Supreme Court of New South Wales. The Scheme Booklet, which provides details of the acquisition, has been registered with the Australian Securities and Investments Commission and is available for shareholders. The SWM Board recommends shareholders vote in favor of the scheme, with the Independent Expert’s Report supporting the decision as being in the best interests of shareholders. If approved, SWM shareholders will receive new Southern Cross shares in exchange for their current holdings.

SCA Receives Positive Expert Report on Proposed Merger with SWM
Nov 3, 2025

Southern Cross Media Group Limited has received an independent expert’s report regarding its proposed merger with Seven West Media Limited. The report, prepared by Kroll Australia Pty Ltd, concludes that the merger is in the best interests of SCA’s shareholders, satisfying a key condition for the merger to proceed. The merger is expected to enhance SCA’s market position, though shareholders are encouraged to review the report in detail. The SCA Fiduciary Right Deadline is anticipated to be around 26 November 2025, depending on regulatory processes.

Southern Cross Media Group Releases FY25 Annual Report
Oct 22, 2025

Southern Cross Media Group Limited has released its FY25 Annual Report, highlighting the company’s ongoing operations and market presence. The report’s release is significant for stakeholders as it provides insights into the company’s performance and strategic direction, potentially impacting its industry positioning and future growth prospects.

Southern Cross Media Group Announces 2025 AGM with Key Resolutions
Oct 22, 2025

Southern Cross Media Group Limited has announced its 2025 Annual General Meeting (AGM) scheduled for November 24, 2025, in Sydney, with options for shareholders to participate in person or via a live webcast. Key agenda items include the re-election of directors, adoption of the remuneration report, and shareholder requisitioned resolutions to remove certain directors and amend the company’s constitution. The board recommends voting against the shareholder requisitioned resolutions and in favor of the other proposed resolutions, emphasizing the importance of shareholder engagement in the decision-making process.

Southern Cross Media Group Receives ASX Waiver for Merger with Seven West Media
Oct 16, 2025

Southern Cross Media Group Limited (SCA) has announced that it received a waiver and confirmation from the Australian Securities Exchange (ASX) regarding its proposed merger with Seven West Media Limited (SWM). This merger, which involves SCA acquiring all SWM shares through a scheme of arrangement, does not require SCA shareholder approval but will be evaluated by an independent expert to ensure it is in the best interests of SCA shareholders. The ASX has granted a waiver of Listing Rule 10.1, allowing SCA to acquire SWM shares held by Spheria Asset Management without shareholder approval, as it does not present a risk of value shifting. Additionally, the ASX confirmed that SCA does not need to seek shareholder approval under Listing Rule 11.1 as the merger does not result in a fundamental change in SCA’s operations, given both companies’ focus on media content and advertising.

Southern Cross Media Group Reports Strong Q1 Growth and Merger Progress
Oct 15, 2025

Southern Cross Media Group Limited reported a strong start to FY26 with a 4.7% increase in Q1 audio revenue and a 129% rise in underlying EBITDA to $14 million. The company achieved commercial share gains in both broadcast and digital sectors, with notable growth in its LiSTNR digital audio revenues. Cost management efforts led to a 3.4% reduction in total costs, and net debt decreased to $63 million. The company is on track to meet its full-year EBITDA guidance and is progressing with a proposed merger with Seven West Media, with an independent expert’s report expected in November.

Southern Cross Media Faces Shareholder Challenge Amid Merger Plans
Oct 1, 2025

Southern Cross Media Group Limited has received a notice from Sandon Capital, representing over 5% of its shareholders, proposing a constitutional amendment to restrict the company from issuing more than 25% of its shares without shareholder approval. However, major shareholders, including Thorney Investment Group and Spheria Asset Management, collectively holding more than 25% of shares, oppose the resolution. This opposition suggests the resolution will not pass, allowing SCA to focus on its proposed merger with Seven West Media, which the board believes will deliver significant synergies and value for shareholders.

Southern Cross Media and Seven West Media Form Strategic Alliance
Sep 30, 2025

Southern Cross Media Group Limited (SCA) has announced a Scheme Implementation Deed with Seven West Media to form a comprehensive Total TV and Audio platform. This strategic move is expected to enhance SCA’s market position by integrating TV, audio, and digital services, potentially benefiting shareholders and the investment community by expanding the company’s reach and capabilities in the media industry.

Seven West Media Announces Merger with Southern Cross Media
Sep 30, 2025

Seven West Media has announced a proposed merger with Southern Cross Media, aiming to create a leading integrated Total TV, Audio, and Digital platform. This merger is expected to enhance the company’s market positioning by combining resources and expanding its reach, potentially benefiting stakeholders through increased audience engagement and advertising opportunities.

Seven West Media and Southern Cross Media Announce Merger to Form Leading Integrated Media Platform
Sep 30, 2025

Seven West Media Limited and Southern Cross Media Group Limited have announced a merger to form a leading integrated media company with significant scale and reach across metropolitan and regional Australia. The merger, which is expected to generate substantial cost and revenue synergies, will see SWM shareholders owning 49.9% and SCA shareholders 50.1% of the combined entity. This strategic move is anticipated to enhance the companies’ ability to serve audiences and advertisers, leveraging shared content and commercial opportunities.

Southern Cross Media Group Updates Director’s Shareholding
Sep 12, 2025

Southern Cross Media Group Limited announced a change in the director’s interest notice, specifically involving John Kelly. The change pertains to an off-market transfer of fully paid ordinary shares, previously held indirectly through Asgard Capital Management Ltd, now registered under Citicorp Nominees Pty Limited. This administrative update does not alter the total number of shares held by the director, maintaining the company’s stability in terms of shareholding structure.

Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.

Disclaimer

This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.Date of analysis: Nov 26, 2025