Circana to enhance media measurement with acquisitions of NCSolutions and Nielsen’s MMM business

Circana™, a leading authority in consumer behavior analysis, has announced definitive agreements to acquire NCSolutions (NCS) and Nielsen’s Marketing Mix Modeling (MMM) business. NCSolutions, a joint venture between Nielsen and Catalina, is renowned for its expertise in improving advertising effectiveness. These strategic acquisitions mark a significant expansion of Circana’s media measurement capabilities and its footprint in the marketing mix modeling arena.

Kirk Perry, president and CEO of Circana, expressed enthusiasm for the acquisition, stating, “We are thrilled to bring NCSolutions and Nielsen’s Marketing Mix Modeling business into the Circana family. Their expertise, combined with Circana’s data and technology, will significantly enhance our media capabilities and help our clients achieve even greater growth.”

With the integration of NCSolutions and Nielsen’s MMM business, Circana aims to offer an enhanced suite of media measurement and unified marketing solutions. This move will provide clients across all three companies with expanded access to advanced audience targeting, media measurement, in-flight optimization, and clean room technologies. The consolidation of these assets is expected to drive greater efficiency and deliver more targeted, impactful advertising solutions, ultimately fueling client growth.

Nielsen’s CEO, Karthik Rao, echoed this sentiment, noting the strength and value these businesses bring to clients. “As Nielsen sharpens its focus on audience measurement and content data, we’re pleased that NCS and MMM will continue to flourish under Circana’s leadership, benefiting from new synergies and opportunities for growth.”

Following the completion of these transactions, both NCSolutions and Nielsen’s MMM division will be integrated into Circana’s Media team. This team works closely with advertisers and agencies to optimize media planning, targeting, activation, and measurement.

The acquisitions are anticipated to close in the fourth quarter of 2024, pending regulatory approvals and the completion of necessary consultations and obligations, including processes involving works councils.