Ipsos confirms Kantar Media takeover talks

Market research giant Ipsos has confirmed it is preparing an offer to acquire Kantar Media, the TV ratings data division of market research group Kantar.

The confirmation came via a press release from the French company, issued to media outlets this morning. Ipsos stated that discussions are “currently under way regarding a potential acquisition of Kantar Media”, aligning with its strategy to explore investment opportunities that strengthen its market position.

The company added: “There can be no certainty that any offer will be made, nor as to the terms on which any such offer might be made. There can be no assurance that these discussions will result in any agreement.”

Kantar Media provides audience measurement services across broadcast, print and outdoor media in 62 countries.

The deal could be particularly attractive to Ipsos due to overlapping customers and operations across Europe. The two companies already collaborate in audience measurement in certain markets, such as the Netherlands.

A potential bidding war?

Last week, Reuters, citing "two people with knowledge of the matter", reported that a number of private equity firms, including Cinven, are also expected to bid for Kantar Media. The report suggested that the business could be valued at $1.27 billion.

Ipsos declined to provide further comment, stating that the group “will communicate in due course should these discussions materialise, in accordance with applicable regulations”.

Ipsos, which has its headquarters in Paris, has a market value of $2 billion. The company provides consumer market research services across 90 markets and employs nearly 20,000 people.

Kantar Media is part of the Kantar Group, jointly owned by Bain Capital and UK advertising firm WPP Group. In 2019, WPP sold a 60% stake in Kantar to Bain, valuing the business at £3.2 billion ($4 billion) at the time.

Kantar Media declined to comment.