Rentrak, a specialist in measuring movies and TV everywhere, has agreed to acquire the US television measurement business of WPP’s Kantar business unit for $98 million in Rentrak common stock.
The transaction, when closed, will include Kantar Media’s customer contracts and customer relationships involved in US television measurement. This transaction gives Rentrak and Kantar better scale to innovate their products and services in the US.
Under the agreement, 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 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.”