Circana™, a leading advisor on consumer behavior, has announced definitive agreements to acquire NCSolutions (NCS), a joint venture between Nielsen and Catalina, and Nielsen’s Marketing Mix Modeling (MMM) business. These acquisitions aim to bolster Circana’s media measurement capabilities and expand its marketing mix modeling and unified measurement solutions, providing clients with more comprehensive and effective advertising tools.

• Acquisition Overview:

  • Circana is acquiring NCSolutions and Nielsen’s Marketing Mix Modeling business to enhance its media measurement and marketing capabilities.
  • The acquisition will provide clients with broader access to audience targeting, media measurement, in-flight optimization, and clean room solutions.

• Benefits for Clients:

  • Expanded Capabilities: Clients will benefit from a more robust set of tools for audience targeting and media measurement, enhancing their ability to execute targeted and impactful advertising campaigns.
  • Increased Efficiency: The integration of NCS and MMM into Circana will lead to more efficient operations and better products and services, fueling client growth.

• Statements from Leadership:

  • Kirk Perry, President and CEO of Circana: Expressed excitement about welcoming NCS and MMM to Circana, emphasizing the enhanced media capabilities and growth opportunities for clients.
  • Karthik Rao, CEO of Nielsen: Highlighted the value that NCS and MMM bring to clients and expressed confidence in their continued growth under Circana.

• Future Integration:

  • Both NCS and MMM will eventually be integrated into Circana’s Media team, which provides a comprehensive suite of media solutions to advertisers and agencies.
  • The Media team’s offerings are built on Circana’s enterprise technology platform, enriched by data sets on consumer packaged goods (CPG), general merchandise, and advanced analytics.

• Transaction Details:

  • The acquisitions are expected to close in the fourth quarter of 2024, pending regulatory approvals and completion of required processes.
  • Legal and financial advisors involved in the transactions include Simpson Thacher & Bartlett LLP, Dentons, Morgan Stanley & Co. LLC, Bank of America Securities, Gibson Dunn & Crutcher LLP, Baker McKenzie, DLA Piper, and Weil, Gotshal & Manges LLP.

The acquisition of NCSolutions and Nielsen’s Marketing Mix Modeling business by Circana marks a significant expansion in Circana’s media measurement and marketing mix modeling capabilities. This move is set to provide clients with enhanced tools for targeting, measuring, and optimizing their advertising efforts, driving more impactful results and fueling growth.