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In a move that will provide growing competition to larger rivals like Nielsen, Rentrak, the U.S.-based film and television measurement company, is acquiring WPP’s Kantar Media's U.S. TV measurement business for $98 million in Rentrak stock.
Terms of the agreement call for WPP to also purchase Rentrak shares, for $56 million in cash, which will give the London-based holding company a final ownership stake of 16.7 percent.
Rather than just provide marketers with mass audience viewing numbers, Rentrak will integrate its national and local TV measurement numbers with Kantar’s U.S.
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