Several leading private equity firms have launched bids for Kantar Media, the television ratings powerhouse, in a deal potentially worth £1 billion. The sale could trigger a larger transaction involving its parent company, Kantar Group.
London-based investment firms Cinven, owner of luxury footwear brand Kurt Geiger, and Triton Partners are among the prominent bidders vying to acquire Kantar Media. The company’s core business involves collecting Barb data, widely recognised as the television industry’s authoritative source for audience measurement.
The strategic sale of Kantar Media, which specialises in comprehensive media analysis across platforms including print, radio, television, internet, cinema, mobile, social and outdoor channels, is expected to catalyse a much larger transaction involving the entire Kantar Group. The parent organisation is currently under joint ownership between advertising giant WPP Group and private equity firm Bain Capital.
WPP’s involvement in Kantar dates back to 1992 when it established the market research division under Sir Martin Sorrell’s leadership. The division has since grown to employ 25,000 people globally, with 4,000 staff dedicated to its media operations. A significant ownership shift occurred in 2019 when WPP divested a 60 per cent stake to Bain Capital, valuing the enterprise at £3.2 billion.
Under the current leadership of Patrick Behar, who joined from Sky as chief executive in 2023, Kantar Media has secured its position as a global leader in audience measurement. The company’s reach extends to 62 countries, with its UK operations monitoring viewing patterns across 7,000 households through its prestigious Barb contract, secured in 2021 for an eight-year term.
The potential sale aligns with WPP’s strategic direction under chief executive Mark Read, who is steering the advertising behemoth towards enhanced artificial intelligence integration while divesting non-core assets.
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