TNS Rebrands as Kantar Media

TNS Media, acquired by WPP Group’s research arm Kantar in late 2008, has been rebranded as Kantar Media. The name change is effective immediately.

TNS provides an array of market and audience research to advertisers and media companies. It competes with Nielsen in the marketplace intelligence sector, providing customers with ad rates and information about where and when marketers place their ads across numerous media.

TNS Media Research, which tracks TV viewing patterns via set-top-box data, is also now a part of Kantar Media.

WPP launched a hostile take-over bid for TNS in August 2008 after TNS management rebuffed several “friendly” offers from the agency holding company to acquire the research firm. The TNS board said at the time that the offers were too low, but most shareholders ultimately tendered their shares to WPP.

Commenting on the rebranding, Jean-Michel Portier, CEO of Kantar Media, said, “This evolution to Kantar Media enables us to offer integrated media audience measurement, competitive intelligence and behavioral analytics at every step in the communications cycle, helping our clients to master momentum in a multimedia world.”