UPDATE: Janco Partners Initiates National CineMedia at Strong Buy on Changing Media Advertising Landscape

In a report published Monday, Janco Partners analyst Tim Hamby initiated coverage on National CineMedia NCMI at Strong Buy with a $20 price target.

In the report, Janco Partners stated, "We believe National CineMedia offers investors an attractive opportunity to capitalize on the changing landscape of media advertising,  as we continue to see major shifts in media consumption and advertising. We believe the proliferation of digital platforms and capabilities have had a meaningful negative impact on the effectiveness of the traditional TV advertising model, forcing media buyers to explore alternative media advertising platforms.  National CineMedia is well positioned to capture an increasing percent of advertising budgets as spending continues migrating towards alternative platforms.  The key to National CineMedia’s growth story is quite simply to sell more advertising  units to more clients.  Our optimistic outlook and investment recommendation on National CineMedia, is based on the following considerations, which we believe present upside potential to current trading prices of NCMI."

National CineMedia closed Friday at $15.95.