Rentrak to buy Kantar’s US measurement biz
Details
Michelle Clancy
| 11 October 2014
Rentrak is acquiring the US television measurement business of WPP's Kantar business unit for $98 million.


The all-stock transaction will include Kantar Media's customer contracts and customer relationships involved in US television measurement, with the goal of growing its business in the country. No Kantar Media TV measurement or global development capabilities outside the United States are affected by this transaction.

"This agreement is designed to help all of our US agency and TV advertiser clients with new services in television measurement and consumer insights," said Rentrak's vice chairman and CEO Bill Livek. "We are thrilled to be working with WPP and look forward to partnering with Kantar to provide the marketplace with the best next generation of services."

Rentrak will also integrate its national and local TV measurement with a number of Kantar's US-based services that focus on digital media, advertising expenditure and purchase data. The integration will give advertisers, agencies, TV networks, multichannel video programme distributors (MVPDs) and local television stations the ability to link TV viewing habits with purchase data and other behaviour in the United States.

"The combined expertise of Kantar and Rentrak will enable clients to better comprehend and leverage the relationship between United States TV viewing and brands," said Kantar CEO Eric Salama. "We are excited about the future products that we can develop with Rentrak for the US television industry. Clients will benefit from our focus on respondent-level media and purchase data." inShare0