NEW YORK (TheStreet) -- comScore (SCOR) shares are up 3.1% to $44.51 in early market trading on Tuesday after the digital analytics solutions provider had coverage initiated with a "buy" rating by analysts at SunTrust today. The firm also set a $53 price target on the company's shares.
The firm sees positive growth in the teens until at least 2016 for the company's flagship Media Metrix product, while also noting that the company could be an acquisition target in what SunTrust calls a "necessary, evolving, and growing (double-digit) market for digital and cross-platform advertising audience measurement, analytics, and verification."
The firm's price target represents a potential 19% upside from the stock's current price.
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TheStreet Ratings team rates COMSCORE INC as a Hold with a ratings score of C. TheStreet Ratings Team has this to say about their recommendation:
"We rate COMSCORE INC (SCOR) a HOLD. The primary factors that have impacted our rating are mixed - some indicating strength, some showing weaknesses, with little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks. The company's strengths can be seen in multiple areas, such as its solid stock price performance, revenue growth and good cash flow from operations. However, as a counter to these strengths, we also find weaknesses including deteriorating net income, disappointing return on equity and feeble growth in the company's earnings per share."