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Kantar Group announced Friday its agreement to sell its Kantar Media unit to HIG Capital for approximately $1 billion. The deal includes a combination of cash and non-cash consideration, such as separation-related investments by HIG and an earnout.

The transaction, which is subject to regulatory and legal approvals, is expected to close later this year.

Kantar Media’s Role and Strategic Shift

Kantar Media, operating in over 60 markets, provides analytics for audience measurement and ratings, serving the advertising and content industries. Post-sale, the company plans to focus on offering enhanced, data-driven insights to clients in the evolving media landscape.

Patrick Béhar, Kantar Media’s CEO, will remain at the helm under HIG’s ownership. “With HIG’s expertise in scaling businesses and driving performance, we are more confident than ever in our ability to deliver innovative solutions for our global client base,” Béhar said.

HIG Capital’s Investment Vision

HIG Capital, a global alternative investment firm managing $67 billion in capital, emphasized Kantar Media’s established reputation in media analytics. Nishant Nayyar, managing director at HIG, praised the company’s potential as an independent business.

“We are confident that under Patrick’s leadership, Kantar Media will continue to thrive and innovate in media measurement and analytics,” Nayyar said.

Background on Kantar Group

Kantar Group, a leading marketing data and analytics firm, is a portfolio company of Bain Capital. Advertising giant WPP sold a 60% stake in Kantar to Bain in 2019, valuing the company at $4 billion.

Kantar Media’s sale aligns with Kantar’s strategy to refine its focus and drive value in its core areas of expertise.

Advisers on the Deal

Kantar Group: Financially advised by J.P. Morgan and Jefferies.

HIG Capital: Morgan Stanley & Co. International served as lead financial adviser, with ING providing additional advisory services.