In a significant move that reshapes the media measurement landscape, H.I.G. Capital has agreed to acquire Kantar Media for approximately $1 billion from Kantar Group, marking another major transition for the audience measurement and analytics company.
The deal, announced Wednesday, will separate Kantar Media from its parent company Kantar Group, which is majority-owned by Bain Capital. The transaction represents a strategic pivot for both companies, as Kantar Media seeks to establish itself as an independent player in the increasingly complex media measurement industry.
“We set up Kantar Media to be operationally independent in 2023, to allow it to consolidate its global leadership position in audience measurement,” said Chris Jansen, Kantar Group’s chief executive. “Today’s proposed partnership announcement with H.I.G. Capital positions Kantar Media to continue its investments in technological and geographical leadership.”
The acquisition comes at a pivotal moment in media measurement, as traditional viewing habits continue to fragment and advertisers demand more sophisticated cross-platform analytics. Kantar Media, which operates in more than 60 markets and employs over 4,500 people globally, has positioned itself as an alternative to established players like Nielsen in markets outside the United States.
Patrick Béhar, who will continue as Kantar Media’s chief executive, emphasized the evolving needs of the industry. “There’s lots of data floating around. They’re looking for us to clear through the noise in that process,” Mr. Béhar said. “And obviously, like everyone in this industry, they want us to do it in a cheaper way.”
H.I.G. Capital, which manages approximately $67 billion in capital, sees the acquisition as an opportunity to accelerate Kantar Media’s technological transformation. “We are excited to partner with Patrick and his talented team,” said Nishant Nayyar, managing director at H.I.G. Capital. “Kantar Media has a long-standing reputation for delivering essential data and trusted insights to the global media industry.”
The transaction, expected to close later this year, will be primarily financed through cash, with additional provisions for non-cash considerations and performance-based earnouts. The deal structure reflects H.I.G. Capital’s commitment to investing in Kantar Media’s future development while maintaining operational continuity.
Industry analysts note that this acquisition could reshape the competitive landscape in media measurement, particularly as traditional television ratings systems face growing pressure to evolve with changing viewer habits. The backing of H.I.G. Capital could provide Kantar Media with the resources needed to develop more advanced cross-media measurement solutions.
The sale marks another chapter in Kantar’s evolution, coming roughly five and a half years after WPP sold a 60% stake in Kantar Group to Bain Capital Private Equity for approximately $3.1 billion, while retaining a 40% stake. Under the new arrangement, Kantar Media will operate as a fully independent entity under H.I.G. Capital’s ownership.
