Communications and marketing giant WPP is set to make significant gains from the sale of Kantar Media, which is expected to be put on the market by its private equity backers later this year.
WPP currently owns 40% of Kantar Media – the media division of the wider market research business which employs more than 25,000 people globally.
Sky News has revealed the business will be put up for sale by majority owner Bain Capital in the coming months.
Kantar Media currently manages Britain’s television audience measurement system, BARB. This arrangement is contracted to continue until 2029, as audiences continue to shift towards digital viewing habits and using streaming platforms.
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Globally, Kantar Media data is used by advertisers around the world as it produces TV ratings data across the board. It conducts broadcast audience measurement in 62 countries, including France, Spain, Norway and parts of Latin America, while its technology is used in a further 24 countries.
According to results published in November 2023, Kantar Media saw an 8% increase in year-on-year revenues to £278m ($353m).
Shares in FTSE 100 firm WPP – which also owns Grey, Ogilvy and Wunderman Thompson – climbed on Friday afternoon following reports of the auction-style sale, which is it believed could make as much as £1 billion.
Industry insiders have hinted that investment bankers are already being appointed to explore the sale.
