SINA Corporation (SINA) has been downgraded from Outperform to Neutral, indicating that the stock would be trading in line with the industry. The company is a leading provider of online media and value-added information services to the global Chinese community. Although SINA’s most recent quarter (second quarter) results beat Zacks Consensus Estimates, they have been down on a year-over-year basis. The company provided disappointing guidance, as customer caution is likely to be a hindrance to advertising spending, particularly the brand advertising segment. Economic growth in China has continued to slow down in the face of the protracted global economic downturn. Competition in the online brand advertising field in China is fierce, crowded by big players such as Sohu.com Inc. (SOHU), Shanda Interactive (SNDA) and Baidu, Inc. (BIDU). Moreover, uncertainty regarding the closure of the Focus Media Holding Ltd. (FMCN) acquisition poses ...

Guidance Overview   SINA Corporation’s (SINA) third quarter revenue guidance of $91.0 – $94.0 million was below the Zacks Consensus Estimate of $97.0 million. The shares fell 1.12% and closed at $30 yesterday when the company’s lower third quarter 2009 outlook disappointed investors. SINA expects Advertising revenues to be $60.0 – $62.0 million and non-advertising revenues to be $31.0 – $32.0 million in the third quarter. The company remains guarded on advertising spending, particularly brand advertising, as consumers remain cautious. Economic growth in China has continued to slow down in the global economic downturn. SINA is also facing severe competition in its mobile business and expects it to be flat in the next few quarters. Competition in the online brand advertising field in China is fierce crowded by big players such as Sohu.com Inc. (SOHU), Shanda Interactive (SNDA) and Baidu, Inc. (BIDU)....