H.I.G. Capital Buys Kantar Media for $1 Billion

London-based market research company Kantar Media has been acquired by U.S. private equity firm H.I.G. Capital in a deal worth around $1 billion. This acquisition is expected to positively impact WPP, the FTSE 100-listed advertising giant, which continues to hold a 40% share in the Kantar Group.

With operations spanning more than 60 countries and a workforce of over 4,500 employees, Kantar Media is well known for its extensive media measurement and analytics solutions. Its services cover multi-platform audience tracking, television ad performance analysis, and content ratings outside the U.S., equipping clients with vital insights to refine their content and advertising strategies.

Patrick Béhar, chief executive of Kantar Media, said the deal would help to boost its “growth trajectory”. Kantar Media

Patrick Béhar, who took over as CEO of Kantar Media in 2024, will remain at the helm following the transition to H.I.G. Capital's ownership. He has highlighted that the acquisition will offer essential resources to drive expansion and reinforce the company’s position as a global leader in media analytics.

The deal is set to be completed later this year, with the purchase sum being predominantly settled in cash, supplemented by select non-cash components, including separation-related investments from H.I.G. Capital and a performance-based earn-out.

This transaction occurs at a time when the media measurement industry is evolving rapidly due to the increasing dominance of digital viewing platforms. Kantar Media’s well-established expertise places it in a key position to shape the future of media analytics.

For WPP, this divestment represents a strategic move to unlock value from its assets, particularly as the company navigates challenges such as a deceleration in global ad spending and the growing role of artificial intelligence in content creation. Since taking over as CEO in 2018, Mark Read has led WPP through a series of structural changes, including selling a 60% stake in Kantar Group to Bain Capital in 2019, a move that raised £2.5 billion to reduce debt and fund stock buybacks.

H.I.G. Capital, headquartered in Miami, oversees approximately $67 billion in assets and has a diverse portfolio exceeding 100 companies, collectively generating revenues of more than $53 billion. Known for its active investment approach and history of fostering business growth, the firm is expected to provide significant advantages to Kantar Media in its next phase.

The purchase of Kantar Media by H.I.G. Capital marks a pivotal moment in the media analytics sector, with broad-reaching effects for stakeholders across the advertising and media landscapes.