Consumer research firm Circana has agreed to acquire NCSolutions (NCS), the joint venture between Nielsen and Catalina that improves advertising effectiveness, and Nielsen’s Marketing Mix Modeling (MMM) business.
The two acquisitions will see Circana expand its media measurement capabilities while also increasing its marketing mix modelling and unified measurement solutions and footprint. As a result, clients of all three organisations will gain broader access to audience targeting, media measurement, in-flight optimisation, and cleanroom solutions. Additionally, the combination is expected to increase efficiency and offer better products and services to fuel clients’ growth via more targeted and impactful advertising.
“We are excited to welcome NCSolutions and Nielsen’s Marketing Mix Modeling business to Circana to expand and enhance our media capabilities for our clients,” said Kirk Perry, President and Chief Executive Officer of Circana. “Both businesses have incredible expertise, solutions, and clients that, when combined with Circana’s data and technology assets, will fuel clients’ growth.”
Karthik Rao, Chief Executive Officer of Nielsen, added: “NCSolutions and Nielsen’s Marketing Mix Modeling are strong businesses that deliver spectacular value for clients. As Nielsen focuses on expanding its leadership position in audience measurement and content data, we’re thrilled that the tremendous leadership and passionate teams at NCS and MMM can continue to accelerate their growth through synergies within Circana.”
Both businesses eventually will be integrated into Circana’s Media team, which works with advertisers and their agencies to plan, target, activate, measure, and optimise media spend.
The transactions are expected to close during the fourth quarter of 2024, subject to regulatory approvals.
