Where do you think they will go to or should i sell now

Good for a 10% trade this one.

Sub 200p for the first time.. I'm tempted.

Nice bounce this am.

15 week results are excellent and sp up 15%.

Been in this one for a while now.

Almost in profit for the first time bookies money making in a recession.

In profit now for 240p if it can make it.

red line LAD

Nice comparison.

Nice spike this pm.

GOOD PLACE TO BE, IN BOTH.

Agree and good dividend 10%.

Banks down and bookies up I like it.

Next leg up to 250p Tuesday.

Almost there I suspect more large volume tomorrow as investors seek income shares.

up 10% on large buying.

Warning RI approaching I'm out for now.

More talk of imminent RI in todays Sunday Telegraph.

Brokers Majority Bullish On The Stock..

and why not with a miserly forward P/E of just over 9.4 for 2009 and 9.5 for 2010 way too cheap imho.......

William Hill PLC

FORECASTS
2009 2010

Date Rec Pre-tax () EPS (p) DPS (p) Pre-tax () EPS (p) DPS (p)

SG Securities
17-09-09 HOLD 19.10 10.00 18.11 8.00

Oriel Securities
17-09-09 BUY 200.00 20.00 7.50 226.00 20.70 8.00

Davy Stockbrokers
16-09-09 None 19.70 6.20 17.60 6.70

Investec Securities
15-09-09 BUY 196.97 19.15 7.66 194.03 16.71 8.20

KBC Peel Hunt Ltd
14-09-09 BUY 203.32 20.42 7.50 213.01 19.41 7.50

Daniel Stewart
14-09-09 BUY 196.50 20.47 7.50 223.40 21.58 8.50

Astaire Securities [R]
11-09-09 SELL 158.90 25.43 16.55

Evolution Securities Ltd
07-09-09 BUY 194.00 19.40 8.10 230.00 21.70 10.00

Shore Capital
04-09-09 BUY 198.00 17.90 8.50 197.20 17.80 8.00

Collins Stewart
02-09-09 BUY 188.10 20.40 239.90 24.80

Singer Capital Markets Ltd
31-08-09 FAIR 217.00 22.30 8.90 234.90 21.20 8.90

Noble & Company
06-08-09 None 190.70 19.10 7.70 200.70 17.60 7.10

Numis Securities Ltd
05-08-09 ADD 193.80 20.30 7.50 217.20 20.70 7.88

2009 2010
Pre-tax () EPS (p) DPS (p) Pre-tax () EPS (p) DPS (p)

Consensus 196.85 19.81 7.75 222.01 19.63 8.11

1 Month Change 0.07 0.02 -0.05 -2.06 -0.82 0.06
3 Month Change -17.02 -2.03 -1.01 -9.85 -1.49 -1.10


GROWTH
2008 (A) 2009 (E) 2010 (E)

Norm. EPS -3.31% -37.80% -0.91%
DPS 6.21% -53.07% 4.64%

INVESTMENT RATIOS
2008 (A) 2009 (E) 2010 (E)

EBITDA 313.40m 293.88m 303.39m

EBIT 277.50m 251.61m 259.23m

Dividend Yield 8.82% 4.14% 4.34%

Dividend Cover 1.93x 2.56x 2.42x

PER 5.88x 9.44x 9.53x

PEG -1.77f -0.25f -10.49f

Net Asset Value PS -233.43p 122.00p 121.00p