Kantar Group, the marketing data and analytics company and a Bain Capital portfolio firm, has announced its intention to sell Kantar Media to H.I.G. Capital, a global alternative investment firm managing USD 67 billion in capital. 

The proposed USD one billion deal, expected to close later this year, signals a significant shift for Kantar Media as it positions itself for accelerated growth and innovation. The transaction will be mainly cash, with non-cash components like H.I.G. Capital's investments and an earn-out.

Kantar Media, operating across 60 markets, specialises in audience measurement, media planning, data analytics, and validation. The acquisition by H.I.G. Capital will enable the company to expand its technology-driven solutions for clients in the content and advertising sectors. The deal includes a mix of cash payments, separation-related investments by H.I.G., and an earn-out component, subject to legal and regulatory approvals.

J.P. Morgan and Jefferies advised Kantar Group on the transaction, while Morgan Stanley and ING represented H.I.G. Capital. 

With this acquisition, Kantar Media aims to redefine its role in shaping the media measurement ecosystem, embarking on a new chapter of transformative growth.

Kantar Group was established in 1992 as WPP’s market research division. Private equity already owns a large stake in Kantar Group. In 2019, WPP sold 60% of Kantar to Bain Capital in a deal that valued the company at 3.2 billion euros. The sale helped WPP raise 2.5 billion euros, which it used to cut debt and buy back shares.

Kantar Media will now be 100% owned by H.I.G. The companies expect the deal to close later this year.

Nishant Nayyar, managing director, H.I.G Capital, said, “We are excited to partner with Patrick and his talented team. Kantar Media has a long-standing reputation for delivering essential data and trusted insights to the global media industry. We are confident that as an independent business under the leadership of Patrick, the company will continue to thrive and lead the way in media measurement and analytics innovation." 

Patrick Béhar, CEO, Kantar Media, added, “Over a year ago, I joined Kantar Media from Sky to accelerate the transformation of Kantar Media into an agile, technology-centric company, shaping the measurement industry through advanced cross-media solutions. This transaction would give us the resources and support to further accelerate our growth trajectory and strengthen our position as the global leader in media measurement and analytics. With H.I.G.’s expertise in scaling businesses and driving performance, we are more confident than ever in our ability to deliver innovative, data-driven solutions that meet the evolving needs of our growing client base all over the globe. Today is a fantastic moment for Kantar Media, its teams, its partners and its customers as we embark with H.I.G onto the next stage of our transformation." 

Chris Jansen, chief executive, Kantar, said, “We set up Kantar Media to be operationally independent in 2023, to allow it to consolidate its global leadership position in audience measurement. Today’s proposed partnership announcement with H.I.G. Capital positions Kantar Media to continue its investments in technological and geographical leadership and we wish Patrick and his team the very best for the future. Following the proposed sale, Kantar will be even more focused on helping both global and local brands to grow through a unique combination of IP, data assets, and increasing the rapid deployment of AI. Kantar remains the world’s leading data and marketing analytics company.”