Ipsos, a global leader in survey-based market research, is reportedly in advanced negotiations with Kantar Media for a potential acquisition, according to sources familiar with the matter. These discussions, which have been underway for several weeks, are centered around assessing the financial and operational aspects of the deal.
Kantar Media, a major player in global media and audience measurement, is renowned for providing valuable data insights that assist brands, media companies, and agencies in making informed decisions. With a long-standing history in tracking audience behavior and content consumption, Kantar Media represents a key asset for Ipsos as it looks to expand its reach in the media and digital measurement space.
The potential acquisition would boost Ipsos’ existing media and advertising services, particularly in areas such as audience measurement, social media analytics, and digital marketing research. Integrating Kantar Media’s advanced analytics and proprietary technologies would complement Ipsos’ broad portfolio of consumer insights, further strengthening its position in the competitive global market research arena.
Although the financial details of the deal remain undisclosed, industry experts speculate that the acquisition could be valued at several billion dollars, reflecting Kantar Media’s prominent role in the media measurement sector. If finalized, this deal would create one of the world’s most comprehensive research firms, offering a mix of traditional and digital audience measurement solutions to a vast client base.
The talks come amid a broader trend in the research and media sectors, where companies are merging and acquiring to stay competitive in a rapidly evolving digital and data-driven landscape. Ipsos, which has strategically acquired several companies in recent years, views this potential deal as an opportunity to diversify its services and meet the growing demand for digital and media research.
If the acquisition proceeds, it would represent a major milestone for both companies and could significantly impact the future of global media research.
