What: Insight, information and consultancy group Kantar has acquired the majority interest and control of Latin America’s leading media measurement business, IBOPE Media for an undisclosed amount of money. IBOPE Media’s senior management and company structure will remain unchanged.
Why it matters: The deal marks a new era for both companies and reflects Kantar’s belief that the Latin American market presents major growth opportunities. Kantar and IBOPE have been competitors in the LatAm market research space, specially in media measurement, for many years. The deal combines the largest companies in the Latin American space. The deal cements Kantar Media’s position as a market leader in Television Audience Measurement in 48 countries.
Kantar, the data investment management arm of WPP and one of the world’s largest insight, information and consultancy groups, has acquired the majority interest and control of Latin America’ media measurement business, IBOPE Media.
The acquisition further strengthens Kantar Media’s significant global footprint and expertise in all aspects of media measurement and evaluation and will enable Kantar to better link media and purchase data throughout the region.
IBOPE Media’s senior management and company structure will remain unchanged. CEO Orlando Lopes will continue to run the company, joining the Kantar Media board and reporting to Kantar Media Chairman and CEO Andy Brown.
The deal marks a new era for both companies and reflects Kantar’s belief that the Latin American market presents major growth opportunities.
Andy Brown commented: “Kantar Media and IBOPE Media have worked in partnership for 17 years. Given the opportunities we see in the region, the time was right to increase ownership and to accelerate the sharing of technologies and offers with the Kantar Media business. We’re excited to welcome Orlando and the exceptional team at IBOPE Media to Kantar Media and look forward to driving continued innovation and growth as we develop our combined offer.”
Orlando Lopes added: “I am looking forward to the next stage in IBOPE Media’s evolution and excited about the investment that Kantar Media will bring. Our company will not only keep its business strong within the markets in which it operates but it will also benefit from investment and new expertise enabling us to offer fresh and exciting products to our clients”.
In the past 18 months, Kantar Media has added expertise, extended global reach and new measurement capabilities through the acquisition of companies including Data Republic, Precise, the audio watermarking unit of Civolution as well as its recently-announced asset swap and investment in US TV and video measurement specialist Rentrak.