Media and market research giant Kantar has reached a definitive agreement to acquire Numerator, a Chicago-based consumer and market intelligence company. Kantar, which is owned by Bain Capital and WPP, enlisted Vista Equity Partners to finance the deal, valued at an estimated $1.5 billion.
Numerator blends proprietary data, including a digital panel of over one million U.S. consumers, with technology to create insights designed to help companies better understand their customers and consumer behavior more broadly to identify growth opportunities.
Numerator’s U.S. and Canadian-focused operation complements Kantar’s Worldpanel that provides marketing data in more than 45 countries outside of North America. According to the companies the combined data assets will provide insights into the shopping habits of almost five billion consumers globally. The acquisition is also complementary to the Kantar’s U.S. Ad Intelligence business.
In the near-term, Numerator will continue to operate as a stand-alone business. Longer term plans call for integration which the firms said would “create a step-change in global consumer insights for brands and retailers.”
The transaction is expected to complete by Q3 2021, subject to the legal and regulatory approvals.