Ipsos SA Expands Audience Measurement Capabilities in the Middle East and North Africa

Ipsos SA, a leading survey‑based research service provider listed on the NYSE Euronext Paris, announced on 28 January 2026 that it has acquired Seventh Decimal, a specialist in audience measurement in the Middle East and North Africa (MEA). The acquisition is expected to strengthen Ipsos’s position in the region, expanding its data‑collection network and analytic capabilities in markets that have been identified as high‑growth for media and advertising research.

The deal follows a series of strategic moves by Ipsos that underline its focus on advanced measurement technologies. In a separate announcement dated 26 January 2026, Ipsos MMA was named a leader in Marketing Measurement and Optimization services in Q1 2026 by an independent research firm. This recognition complements the recent MEA expansion and reinforces Ipsos’s reputation for delivering robust, data‑driven insights to clients across the media and marketing sectors.

Impact on Ipsos’s Service Portfolio

Ipsos’s core offerings include media and advertising research, brand and product growth studies, public opinion analysis, and customer experience management programs. By integrating Seventh Decimal’s audience measurement tools, Ipsos will enhance its ability to provide:

  • Real‑time viewership and consumption data for television, radio, and digital platforms across MEA markets.
  • Cross‑media attribution models that enable advertisers to assess the effectiveness of campaigns in emerging economies.
  • Machine‑learning‑based predictive analytics to forecast audience trends and optimize media spend.

These capabilities align with Ipsos’s broader strategy of combining statistical expertise, machine learning, and computational modeling to deliver insights into nonconscious and emotional consumer responses.

Market Reception and Financial Context

Ipsos’s shares closed at €35.8 on 27 January 2026, within a 52‑week range of €30.86 to €50.3. The company’s market capitalization stands at approximately €1.53 billion, and its price‑earnings ratio is 8.68, indicating that the market values the firm at a modest multiple relative to earnings. The acquisition is expected to generate incremental revenue through expanded MEA market penetration, although the company has not yet disclosed specific financial terms for the purchase of Seventh Decimal.

Complementary Developments

Other recent Ipsos activities demonstrate the firm’s active engagement in public opinion research. On 27 January 2026, a Reuters/Ipsos poll reported a record low approval of President Trump’s immigration policy, reflecting Ipsos’s continued role in shaping public discourse. Additionally, on the same day, the Toronto Regional Real Estate Board (TRREB) cited an Ipsos poll in its assessment of housing affordability pressures across Greater Toronto Area communities, underscoring the breadth of Ipsos’s survey reach.

Outlook

Ipsos’s expansion into MEA through the Seventh Decimal acquisition positions the company to capture growth in a region where digital media consumption is accelerating. Combined with its established expertise in marketing measurement and public opinion research, the acquisition is likely to reinforce Ipsos’s competitive advantage in delivering end‑to‑end audience analytics and consumer insight services worldwide.