Kantar Group has agreed the sale of its media measurement and analytics unit, Kantar Media, which operates in over 60 markets and employs more than 4,500 people globally, to private equity firm HIG Capital in a deal valued at approximately $1bn, according to a report by the Wall Street Journal.
Kantar Media, which delivers data-driven insights for content and advertising decisions, offers services such as cross-platform audience measurement, TV advertising and content ratings outside the US, and audience profiling – tools which have become increasingly critical for marketers navigating the complexities of a rapidly evolving media landscape.
The proliferation of digital channels and platforms has made measurement and analytics essential for marketers seeking to connect with audiences effectively. Traditional TV ratings systems, like those provided by Nielsen, are being challenged by new alternatives designed to better capture digital and cross-platform viewership.
The deal transitions Kantar Media to full ownership under HIG Capital, and follows a 2019 transaction which saw Bain Capital Private Equity acquire a 60% stake in Kantar Group from WPP for $3.1bn, with WPP retaining a 40% stake.
The purchase will be funded through a combination of cash, non-cash considerations, and an earnout. The companies expect the deal to close later this year.
