Kantar Media has rebranded as Fifty5Blue, marking a new phase for the audience measurement provider after its separation from Kantar Group and its acquisition by H.I.G. Capital in August 2025.
According to the London-based company, the new identity reflects its repositioning as an independent player focused on helping advertisers, agencies, media owners and social platforms navigate increasingly fragmented audiences and proliferating datasets. Fifty5Blue aims to support content and advertising investment decisions through data, analytics and measurement services.
“Today we step forward as Fifty5Blue with ambition,” said Patrick Béhar, Global CEO. “In a world full of noise, with no shortage of data, we believe clarity is the real differentiator. Our role is to remove unnecessary complexity, provide the right data with the most rigorous methods and help our clients gain the clarity to make better decisions. This new brand stands on the shoulders of the business we have built over the past year and the standards we continue to hold ourselves to – clearing the fog, standing for independence and embracing impatience.”
Following its move to independent ownership, the company has invested in staff, technology and partnerships, positioning itself for long-term growth. Béhar said the business had used its independence to accelerate decision-making while maintaining established standards of rigour and transparency in audience measurement.
Fifty5Blue plans to continue investing in hybrid measurement models that combine panel-based data with large-scale datasets, supported by proprietary technology. The company is also expanding its use of artificial intelligence to enhance real-time data interrogation and develop tools spanning the full advertising funnel.
“AI fundamentally reinforces the importance of our single-source datasets, which are based on direct observation of what real people watch,” Béhar added.
The global launch is accompanied by a new visual identity centred on clarity, focus and confidence. While the brand changes, the existing product portfolio will remain in place, including Ibope, TGI and TechEdge, which will continue to operate within the Fifty5Blue structure, according to the company.
