Private equity firms are vying for ownership of Kantar Media, the company behind the UK’s TV ratings data. The deal, estimated to be worth £1 billion, could result in a windfall for advertising giant WPP.
Among the auction frontrunners are Cinven, known for its ownership of footwear brand Kurt Geiger and London-based Triton Partners.
Kantar Media provides comprehensive analyses across various media platforms, including print, radio, internet, cinema, mobile, social and outdoor media.
The company is currently under joint ownership by global holding company WPP Group and private equity firm Bain Capital, which is spearheading the sale process.
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WPP first established the Kantar Group in 1992 but in 2019 sold a 60% stake in the firm to Bain Capital, valuing the company at £3.2 billion.
In 2021, Kantar Group secured an eight-year contract to measure audience numbers for BARB (Broadcasters Audience Research Board). It now produces TV ratings data for 62 countries.
Kantar Media’s CEO is Patrick Behar, who joined the company last year after serving as chief business officer for Sky in the UK and Europe.
As the bidding war intensifies, the media and advertising industry is set to keep a watchful eye on proceedings, anticipating the potential ripple effects of this billion-pound deal on the future of media measurement and analysis.
The sale of Kantar Media could set the stage for an even larger transaction – the multibillion-pound sale of the wider Kantar Group.
