Entertainment research firm MarketCast, which is backed by Kohlberg & Co., has acquired analytics provider Fizziology. Kohlberg purchased Marketcast in 2016.

Fizziology, based in Indianapolis, uses software to convert social opinions into research data for motion picture studios, television network and production companies. Some of the target's clients include: Sony Pictures, NBC, and Warner Bros. Pictures. Financial terms of the deal were not disclosed. JEGI and Ropes & Gray advised MarketCast.

Los Angeles-based MarketCast offers data insights and research advisory services to help optimize marketing strategies for content such as television spots, movie trailers, print advertisements and more. The target has clients in the entertainment industry consisting of Hollywood production studios, over-the-top programmers, and broadcast and cable networks. MarketCast got its start helping Hollywood marketers figure out how to turn movies like “The Silence of the Lambs” and “Dances with Wolves” into box office success stories, according to the company’s website.

Headquartered in New York, Kohlberg is a middle-market private equity firm with more than $5 billion in committed capital. Since its inception in 1987, the firm has completed 69 platform investments and more than 150 add-on acquisitions in companies across industries such as industrials, healthcare services, business and financial services, and consumer products.

Other deals involving data and analytics providers include: The Carlyle Group's (Nasdaq: CG) acquisition of consumer data provider Claritas from Nielsen (NYSE: NLSN); HIG Capital’s deal to buy NCI Inc., an IT and professional services company for the municipal sector; and Francisco Partners' eSolutions' purchase of healthcare data analytics firm RemitDATA Inc.

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Demitri Diakantonis

Demitri Diakantonis

Demitri Diakantonis joined SourceMedia in 2015 and serves as Assistant Managing Editor of Mergers & Acquisitions and writes The Buyside column about corporate dealmaking, and also covers the consumer sector.