Circana Buys NCS and Nielsen Mix Modelling Business

Consumer intelligence giant Circana has announced definitive agreements to acquire NCSolutions (NCS), the joint venture between Nielsen and Catalina; as well as Nielsen's Marketing Mix Modeling (MMM) business. Nielsen says it is focusing on leadership in audience measurement and content data.

NCS offers purchase-based audience targeting and sales measurement solutions to help CPG clients deliver more effective advertising. The company is a joint venture formed in 2009 between majority owner Nielsen and minority shareholder / shopper intelligence and personalization firm Catalina. NCS's CPG Insights Stream delivers privacy compliant purchase-based insights from a variety of sources, including grocery, drug, convenience, mass market, big box, eCommerce, delivery apps, receipt capture and panels.

Nielsen Marketing Mix Modeling (MMM) is a division using performance models to allow clients to measure the impact of their investments, understand what's working, and optimize marketing budgets accordingly.

Both businesses will eventually be integrated into the Media team of Circana, which was formed from the merger of IRI and The NPD Group. The Media team offers a solutions portfolio is built on a robust enterprise technology platform, actionable CPG and general merchandise shopper, sales, and causal data sets, as well as advanced analytics. Circana says the buys will expand its media measurement capabilities while also increasing its marketing mix modeling and unified measurement solutions and footprint - giving clients of all three organizations broader access to audience targeting, media measurement, in-flight optimization, and clean room solutions. The transactions are expected to close during the fourth quarter of 2024, subject to regulatory and other approvals.

Circana President and CEO Kirk Perry comments: 'We are excited to welcome NCSolutions and Nielsen's Marketing Mix Modeling business to Circana to expand and enhance our media capabilities for our clients. Both businesses have incredible expertise, solutions, and clients that, when combined with Circana's data and technology assets, will fuel clients' growth'.

Nielsen CEO Karthik Rao (pictured) says the two divested units are 'strong businesses that deliver spectacular value for clients'. He continues, 'As Nielsen focuses on expanding its leadership position in audience measurement and content data, we're thrilled that the tremendous leadership and passionate teams at NCS and MMM can continue to accelerate their growth through synergies within Circana'.

Web sites: www.circana.com , www.ncsolutions.com and www.nielsen.com .