Why is earnings season important?
Earnings season is certainly more important for smaller, growth-oriented companies. Stodgy old stalwarts in the Dow that your grandparents have owned for 60 years probably won't see much of a bump.
For growth companies, the reason earnings season is so important is that the companies are still in the process of proving out a business model and potentially even a product. Quarterly earnings reporting is one of the few times during the year when the company is required to report on its progress. Analysts, investors, and the media alike await the report with bated breath to see how the progress is going.
It's all about expectations. Small companies can see 20% moves (in either direction) when they report quarterly earnings. At times, a small company will have a blowout quarter, and the stock will plateau or go down because the market's expectations are too high.
Pay attention to what day the company reports earnings. Some companies with poor results will do a late Friday filing and announcement to try to keep the results out of the news.
Let's look at a few recent examples: