HIG screens makes bold move to acquire Kantar Media amid TV ratings battle

In recent weeks, HIG Europe has emerged as a frontrunner in the bid to acquire Kantar Media, a notable company involved in measuring television ratings across various countries, including the UK. This news comes as Sky News reports that HIG has presented a formal offer for Kantar Media, which is valued at around £1 billion by its parent company's shareholders. The private equity firm is recognized for its significant stake in Interpath Advisory and has demonstrated serious interest in expanding its portfolio through this potential acquisition. Kantar Media is a subsidiary of the Kantar Group, a company primarily owned by Bain Capital, with a significant minority stake held by the WPP Group, a major marketing services provider. The company plays a crucial role in providing ratings data for broadcasters and advertisers, operating under a long-term contract with the UK’s Barb Audiences. The potential acquisition is timely, especially as it occurs against a backdrop of industry changes, illustrated by the recent merger between Omnicom Group and Interpublic Group. In the past week, competitive interest surrounding Kantar Media has intensified. Reports indicate that France’s Ipsos had previously evaluated an offer but later withdrew its interest. Other buyout firms, including Cinven and Triton Partners, are also noted to have not yet made formal offers but show signs of engagement in the matter. This increased interest in Kantar Media not only signals a shift within the advertising measurement landscape but could potentially reshape how viewership data is collected and utilized in the future. As negotiations continue, uncertainties loom regarding whether a definitive deal will be reached. Individuals close to Kantar Group have advised caution, acknowledging that while HIG’s offer is credible, it does not guarantee that the acquisition will finalize successfully. As TV ratings hold significant value in today’s advertising and investment landscape, the outcome of this bidding war is expected to attract considerable attention and could have wide-reaching implications in the market for TV audience measurement.