The two acquisitions, which are for an undisclosed amount, will help Circana expand its media measurement capabilities, marketing mix modelling and breadth of measurement tools.

Both businesses eventually will be integrated into Circana’s media team, with the transactions expected to close during the fourth quarter of 2024, subject to regulatory approvals and the completion of any required information and consultation obligations.

Kirk Perry, president and chief executive officer at Circana, said: “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.”

Karthik Rao, chief executive officer at Nielsen, added: “NCSolutions and Nielsen’s Marketing Mix Modeling are strong businesses that deliver spectacular value for clients.

“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 NCSolutions and Marketing Mix Modeling can continue to accelerate their growth through synergies within Circana.”