Kantar
Kantar is a market research and media measurement provider for enterprise marketers.
Analyst Perspective
Kantar is a private UK-headquartered market research, audience measurement, and marketing analytics company. It sells data, measurement, benchmarking, and advisory services to brands, agencies, media owners, broadcasters, and corporate strategy teams. Its portfolio includes self-serve research software, syndicated brand and consumer datasets, cross-media audience measurement, advertising intelligence, creative testing, and consulting services. The company generates revenue through a mix of software subscriptions, pay-as-you-go research usage, data licensing, and bespoke managed-service or consulting contracts. Its value proposition is based on proprietary consumer panels, longitudinal brand databases, media monitoring capabilities, and the ability to combine research data with decision support for enterprise marketing and media investment.
Analyst Signal Briefing
Updated: 21 Aug 2026Under Bain Capital’s strategic GenAI umbrella, Kantar is advancing measurement standards through its 'Creator Game Plan', revealing that verbal brand narration boosts linkage by 22 points as 61% of marketers increase creator spend. This focus on effectiveness extends to the 'Creative Power of Sports', where Kantar data demonstrates that tent-pole activations outperform standard media sixfold. These frameworks, alongside the 2026 BrandZ Global Top 100—where McDonald's remains the sole non-tech brand in the top ten—reinforce Kantar’s collaboration with Unilever to operationalise AI for consistent, culturally resonant brand growth.
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Key insights about Kantar
Subsidiaries
Kantar operates a network including Blackwood Seven.
Competitors
Key competitors include Ipsos, Nielsen, GfK - An NIQ Company.
Similar Companies
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Acquisitions
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Category Differentiation
Kantar is not an ad buying platform or media owner in the core sense; it is primarily a market intelligence, measurement, and analytics provider. It competes more directly with research and measurement firms than with DSPs, SSPs, or consumer media platforms.
Kantar: About
Kantar operates a hybrid data-and-services model. It builds and maintains proprietary research assets such as consumer panels, audience measurement systems, brand databases, and advertising intelligence datasets, then monetises them through syndicated subscriptions, licensed access, and project delivery. Alongside these data assets, it offers software-led self-serve research workflows and higher-touch consulting and analytics engagements that help clients test creative, measure campaign effectiveness, benchmark brands, and optimise media investment.
How Kantar Works & Monetises
Business model analysis and core revenue streams
Kantar monetises through a blended commercial model: recurring subscriptions for data products and platform access; pay-as-you-go pricing for self-serve research studies on Kantar Marketplace; bespoke enterprise contracts for media measurement, advertising intelligence, and analytics; and project-based or retained consulting fees. Premium datasets such as BrandZ and broader syndicated research products are also commercialised through licensed access and report subscriptions.
Revenue Channels
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Products & Services in Categories
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Kantar: Key Subsidiaries & Acquisitions
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Marketing analytics SaaS for media measurement and optimisation.
Kantar: Key Competitors & Alternatives
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Market research group with panels, analytics and self-service insight tools.
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Media measurement, ad intelligence, and content data provider.
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Consumer intelligence and market measurement for enterprise decision-making.
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This overview provides a concise snapshot of the German DOOH landscape and selected market participants. It is intended for orientation only and does not claim to be exhaustive. The selection is based on current market observations and publicly available information. As the German DOOH market continues to evolve rapidly, numerous additional players and specialized providers are active across the ecosystem. Further information on additional providers and market participants is available upon request or can be added upon verification.
Recent Signals (Kantar)
PMA Proposes Performance Marketing Toolbar Standard
The Performance Marketing Association (PMA) has proposed a Performance Marketing Toolbar Compliance Framework for toolbar publishers and will put the proposal to a member vote starting 1 September. If members approve the standard, it would come into effect on 1 January 2027. PMA Executive Director Tricia Meyer said the group began compiling network policies years ago as a Quick Reference Guide, and PMA councils started discussing network changes in 2025 that increased the likelihood of adopting a formal standard.
Read original sourceMeta Social Media Addiction Trial Begins
A high-profile trial against Meta, initiated by a 2023 lawsuit from 29 US states, began in mid-August 2026 and could force fundamental changes to social platform features that affect creators and influencer marketing. Plaintiffs are seeking billions in reparations and structural changes such as removing like counts, infinite scrolling, autoplay, appearance-altering filters, disappearing stories, multiple accounts, and mandatory parental verification for under-18 users. The newsletter also highlights related creator-economy signals: Kantar finds 61% of marketers plan to increase creator spend this year, YouTube will change view counting on 24 August to count any watch time as a view, and Chipotle launched a creator-driven menu item tied to a popular creator.
Read original sourceCreator Campaign Case Study for 007 First Light
Hello Partner published a case-study style preview of a CreatorFest 2026 session where Kolsquare and Substance Global present the creator campaign behind the game 007 First Light. Substance Global collaborated with game studio IO Interactive to launch the title with major creators, and used Kolsquare’s platform for creator data intelligence and results capture. The piece is presented as an on-demand / Partner+ exclusive session at CreatorFest 2026 and positions the session as a step-by-step walkthrough of the campaign build and launch.
Read original sourceKantar: Frequently Asked Questions
What is Kantar?
Kantar is a market research, audience measurement, and marketing analytics company serving enterprise brands, agencies, and media organisations.
Who uses Kantar?
Its users include insights teams, marketers, media agencies, advertisers, publishers, broadcasters, and corporate strategy leaders.
How does Kantar make money?
It earns revenue from subscriptions, licensed data products, pay-as-you-go research studies, and bespoke measurement, analytics, and consulting engagements.
Company Facts
- Founded
- 1994
- Headquarters
- Vivo Building, 30 Stamford St, London SE1 9LQ
- Core Segment
- Data Provider / Broker
- Company Size
- 201–500
- Official Link
- kantar.com