Kantar refocuses on marketing analytics and AI
Global market research leader Kantar has announced the sale of its Kantar Media division to H.I.G. Capital, a US-based investment fund, for an estimated $1 billion. This acquisition is part of the group's strategy to refocus on its core activities, particularly marketing analysis and artificial intelligence.
A strategic repositioning for Kantar and Kantar Media
This transfer of business will also enable Kantar Media, which specializes in audience measurement and media analysis, to strengthen its position as an industry leader.
Patrick Béhar, CEO of Kantar Media, explains: "Since joining Kantar Media over a year ago, our goal has been to transform the company into an agile, technology-driven player. This transaction provides us with the resources and support we need to accelerate our growth and consolidate our position as the global leader in media measurement and analysis."
A transaction finalized in 2025
The agreement is subject to regulatory approvals and consultation with employee representatives. The transaction is expected to be finalized in 2025. Investment banks J.P. Morgan and Jefferies are advising Kantar, while Morgan Stanley and ING are advising H.I.G. Capital.
Kantar Media, a major player in audience measurement
With over 10 years of experience in French-speaking Africa, Kantar Media offers the Africascope study, which analyzes radio and TV audiences in the capitals of eight countries:
- Senegal
- Cameroon
- Ivory Coast
- Democratic Republic of the Congo
- Gabon
- Mali
- Burkina Faso
- Republic of the Congo
This expertise enables brands, advertising agencies, and media groups to optimize their marketing and communication strategies.