• Kantar Media sold to H.I.G. Capital for $1 billion, enabling its focus on cross-media measurement and providing WPP with a cash payout.
• The deal streamlines Kantar Group’s operations and supports Kantar Media’s growth under H.I.G. Capital’s guidance.
Kantar Group has announced the sale of its measurement division, Kantar Media, to investment firm H.I.G. Capital for approximately $1 billion. This strategic move positions Kantar Media as a standalone entity, allowing it to focus on growth in the increasingly important field of cross-media measurement solutions.
The deal also benefits WPP, which owns 40% of Kantar Group, as it will receive a significant cash payout from the transaction. Speculation about the sale of Kantar Media began late last year, as Kantar Group, which is primarily owned by Bain Capital, sought to streamline its operations and concentrate on its consumer brands.
In 2022, the group had already divested its public sector research unit, Kantar Public, to Trilantic Europe. Although Ipsos considered acquiring Kantar Media, it ultimately decided against the purchase.
Kantar Group believes that H.I.G. Capital’s hands-on approach and proven success in accelerating business growth will benefit Kantar Media. CEO Patrick Béhar expressed optimism about the deal, stating it provides the necessary resources to enhance the company’s growth trajectory and market position.
Kantar Media operates in over 60 markets and employs more than 4,500 people worldwide. The company is a key player in media measurement, particularly in television, where it supports various technical infrastructures for TV ratings systems. In the UK, for instance, Kantar Media manages the national TV panel that informs ratings for the measurement body Barb and contributes data for the cross-media measurement initiative, Origin.
The demand for cross-media measurement solutions is expected to rise as viewing habits become more fragmented. Kantar Media aims to leverage the investment from H.I.G. Capital to meet this growing demand. Béhar emphasized the company’s confidence in delivering innovative, data-driven solutions that cater to the evolving needs of its global client base.
Recent M&A transactions in the data, insights, and media measurement industry :
Advent International - NielsenIQ (2021): A $2.7 billion deal that saw Advent take control of Nielsen’s global consumer insights and analytics business to drive innovation in data-driven decision-making
Access Intelligence - Isentia (2021): Access Intelligence acquired Isentia, a media intelligence and data technology company, expanding its footprint in the Asia-Pacific region and enhancing its media monitoring capabilities
Informa - Ascential (2024): Informa agreed to acquire its rival Ascential for £1.16 billion, aiming to leverage Ascential’s expertise in events and data analytics to enhance its global reach and service offerings.
Omnicom - Interpublic (2024): Omnicom announced plans to acquire Interpublic in an all-stock merger, forming the world’s largest advertising agency with over $25 billion in annual revenue, to strengthen its position against industry disruptions from tech giants.
Patrick Béhar - Global Chief Executive Officer of Kantar Media, a position he has held since September 2023. Prior to joining Kantar Media, he served as Chief Business Officer at Sky Group, Europe’s largest media company, where he managed and expanded Sky’s relationships with content and distribution partners and drove advertising revenues across Europe.
Before his tenure at Sky, Béhar had a distinguished 20-year career in management consulting, including leading McKinsey & Company’s European Consumer Tech and Media Practice. He holds a Master of Science in Economics and Statistics from ENSAE Paris and a Master of Business Administration from Stanford Business School.
Kantar Group
Leading global data, insights, and consulting company with a rich history dating back to its founding in 1992 as part of WPP, one of the world’s largest advertising and marketing conglomerates. Over the years, Kantar grew through a series of acquisitions and internal expansions, establishing itself as a powerhouse in market research, media measurement, and consumer insights.
In 2019, Bain Capital acquired a majority stake in Kantar, enabling the company to streamline its operations and focus on innovation in data-driven decision-making. Today, Kantar operates in over 90 markets worldwide, delivering critical insights and strategies for some of the world’s most prominent brands and organizations.
British multinational advertising, public relations, technology, and commerce holding company headquartered in London, England. Founded in 1971 as Wire and Plastic Products plc, it transformed into a global advertising giant under the leadership of Sir Martin Sorrell, who acquired numerous agencies, including J. Walter Thompson and Ogilvy.
As of 2023, WPP is considered the world’s largest advertising company, operating in over 100 countries with approximately 115,000 employees. The company offers a wide range of services through its subsidiaries, such as AKQA, Ogilvy, VMLY&R, and Wunderman Thompson, focusing on communications, experience, commerce, and technology.
In recent years, WPP has undergone significant restructuring under CEO Mark Read, who took over in 2018 following Sorrell’s departure amid allegations of personal misconduct. The restructuring efforts aim to simplify operations and adapt to the evolving digital landscape.
Despite challenges, including a slowdown in the global advertising market and internal policy changes, WPP reported a 0.5% growth in like-for-like organic revenue in the third quarter of 2024, driven by strong performance from its media-buying agency, GroupM. However, the company continues to face pressures, such as a significant decline in the Chinese market and internal dissent over office attendance policies.
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