Kantar
Market research and media measurement provider for enterprise marketers.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- The Kantar Group Limited
- Entity type
- COMPANY
- Founded
- 1994
- Headquarters
- Vivo Building, 30 Stamford St, London SE1 9LQ
- Company size
- 201–500
- Market role
- Data Provider / Broker
- Official website
- kantar.com
What Kantar does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
WPP continues to defer structural decisions regarding its stake in Kantar amidst its 'Elevate28' restructuring. Meanwhile, Kantar's latest 'Media Reactions 2026' study highlights a widening gap between marketer AI investments and consumer trust, while its BrandZ rankings spotlight AI personalisation driving brand growth. Furthermore, Kantar research indicates that senior marketing executives face a growing measurement paradox amid data fragmentation, alongside strong creator economy momentum with 61% of marketers planning increased spend.
Business model & monetisation
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.
- Syndicated data subscriptions
- Software Subscription
- Managed measurement and analytics contracts
- Service Fee
- Self-serve research studies
- Pay-per-Use
- Consulting engagements
- Service Fee
- Licensed brand and benchmarking reports
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
The Kantar Group Limited
IAB vendor record: 345
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 7, 8, 9, 10
- Declared feature IDs
- 1, 2, 3
- Declared special feature IDs
- 1, 2
Products & market categories
Competitors & alternatives
- Kantar Media
Media measurement and audience analytics for advertisers and media owners.
Side-by-side comparisons
Subsidiaries & acquisitions
- Blackwood Seven
Marketing analytics SaaS for media measurement and optimisation.
- Numerator
Consumer purchase data and market intelligence for brands and retailers.
Featured market maps
- Retail Media & Commerce Advertising Ecosystem 2026
A structural mapping of the global Retail Media and Commerce Advertising ecosystem in 2026, spanning retail media networks, monetization ad tech, commerce DSPs, in-store digital signage, social commerce extensions, and clean room analytics.
- Digital Out of Home Map Germany
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 recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Kantar Study: Marketers Invest in AI, Consumers Skeptical
AI in Advertising · Recorded impact score: 3/5
A new Kantar study, 'Media Reactions 2026', reveals a significant gap between marketer investment in AI and consumer trust. While 75% of marketers plan to increase ad spending on AI assistants in 2027, only 23% of consumers trust product recommendations from AI. Additionally, 62% of marketers expect generative AI to play a central role in brand recommendations, yet only 32% of consumers use AI assistants to research brands and products. The study also highlights growing uncertainty among marketers: only 57% believe their company has the right media mix, down from 64% the previous year. Kantar's new Ad-Equity ranking shows Google, Amazon, and YouTube leading among consumers, while marketers favor YouTube, Instagram, and Google. The study also notes a shift toward micro- and nano-influencers, with 66% and 61% of marketers planning to increase investment in these segments, respectively.
- 75% of marketers plan to increase ad spend on AI assistants in 2027.
- Only 23% of consumers trust product recommendations from AI.
AI Deepens Marketing's Measurement Paradox, Kantar Finds
Measurement & Analytics · Recorded impact score: 3/5
At The Drum Live, measurement experts discussed a paradox: marketers have more data than ever, yet confidence in using it is declining. Kantar previewed research showing declining confidence among 800 senior marketers globally, accelerating over the past year. AI is both a contributor and potential solution, but panelists warned that AI only works as well as the data it's fed. Fragmentation and self-serving platform metrics exacerbate distrust. The consensus favors incrementality and outcome-based measurement over last-touch attribution and surface metrics. Organizational alignment on success definitions is critical. The shift also highlights the short-term vs. long-term balance, with confidence in this balance dropped from 60% to 50% in a year. Preparing measurement systems with proper data taxonomy and C-suite ownership is essential for AI readiness.
- Kantar research (survey of 800 senior marketers) shows declining confidence in media mix and data use, accelerating over the past year.
- 97% of executives believe data volume has outgrown their capacity to connect and understand it.
Kraft Heinz creator strategy: brand effectiveness over engagement metrics
Creator Marketing · Recorded impact score: 2/5
At The Drum Live, Kraft Heinz, Google, and Kantar discussed the evolving creator marketing landscape. Kantar's analysis of 15,000 creator activations found that platform metrics like likes and views align with brand effectiveness only one in three times. Will Cooke of The Kitchen @ Kraft Heinz emphasized focusing on 'uncommon creativity' and giving creators a meaningful role, as seen in the successful Flavours campaign. Google's Khalid Almashgari highlighted creators as a gateway to cultural relevance and announced Open Call, a tool connecting creators with brands. The session stressed the importance of clear briefs and measuring success against marketing objectives rather than short-term engagement.
- Kantar analyzed 15,000 creator activations and found platform metrics align with brand effectiveness only one in three times.
- Kraft Heinz's 'Flavours' creator film outperformed all other content metrics in the past 18 months.
Iberogast's Big Screen YouTube Strategy Boosts Reach by 17 Points
CTV, Media Planning · Recorded impact score: 3/5
At the YouTube Festival 2026, Bayer's Consumer Health brand Iberogast presented a case study on shifting TV budget to YouTube to reach younger audiences. Facing an awareness gap among 25-44 year-olds, Bayer used Google's DV360 Reach Planner to model an integrated cross-media plan. The recommendation was to shift 30% of the TV budget to YouTube, targeting Connected TV (Big Screen) with non-skippable ads. The campaign achieved a net reach of 67%, 17 percentage points higher than a pure TV campaign, exactly as predicted. Brand Lift data showed a 41% increase in ad recall and a 7% increase in purchase intent. This pilot has become the new standard for Bayer Consumer Health, which now orchestrates a holistic Big Screen strategy across its brand portfolio, planning linear TV and YouTube together.
- Bayer shifted 30% of Iberogast's TV budget to YouTube as recommended by Google's DV360 Reach Planner.
- The campaign reached 67% net reach in target audience, 17 percentage points higher than a TV-only campaign.
Cult Brand Building Key to D2C Coffee Survival
Brand Strategy · Recorded impact score: 1/5
Sian Conway-Wood, who has worked with a D2C specialty coffee roastery, argues that the roast-of-the-month subscription model is flawed, promoting churn and failing to build lasting customer loyalty. She advocates for building a 'cult brand world' with consistent creative elements and content, rather than relying on rotating products and advertising. The case study shows that a tighter product range, a consistent brand narrative featuring 'tiny people' miniature models, and an active social media presence (around 60 posts a month) led to significant growth: subscription revenue grew 187%, organic social traffic up 274%, and direct traffic up 80%, with almost no paid media spend. The article emphasizes that for premium, intangible products like coffee, brand differentiation and pricing power are more critical than physical distribution or advertising spend.
- Subscription revenue grew 187% across the engagement.
- Organic social traffic increased by 274%.
Explore company relationships
Questions about Kantar
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
Continue your research on Kantar
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.