NEWS2 April 2014

Kantar Media acquires Spanish analytics agency

Europe M&A

SPAIN — WPP has announced that its media research business, Kantar Media, has acquired social media data analytics agency The Data Republic.

The Data Republic was founded in 2011 and is based in Barcelona. As a result of its acquisition, Kantar Media will gain access to The Data Republic’s proprietary technology, including Tuitele, which collects, measures, analyses and creates visualisations of social media conversations around TV shows and advertising.

Andy Brown, global CEO of Kantar Media (pictured), said: “In joining Kantar Media, The Data Republic will complement our offer portfolio perfectly, bringing all the necessary tools and skills to enrich our social TV strategy and expertise to complement our existing ratings services, offering clients a truly holistic view of audience behaviour.”

Terms of the deal have not been disclosed.