United Kingdom – Kantar Media has officially rebranded as Fifty5Blue, marking a new phase for the global audience measurement company following its separation from Kantar Group and its acquisition by H.I.G. Capital in August 2025.
The new identity reflects the company’s transition to independent ownership and signals its strategic focus amid a media and entertainment landscape characterised by increasing audience fragmentation and a proliferation of content and data sources.
Under the Fifty5Blue brand, the company said it aims to support advertisers, agencies, media owners and social platforms in making more informed decisions across content and advertising strategies and investments.
“Today we step forward as Fifty5Blue with ambition,” said Patrick Béhar, global CEO at Fifty5Blue. “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.”
He added, “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.”
Over the past year, the company said it has undergone a transformation under independent ownership, with increased investments in talent, technology and partnerships.
“We have embraced the freedom to move faster, sharpen our focus and invest for the long-term, while remaining anchored in the independence, rigour and transparency that have always defined our organisation and our audience measurement solutions globally” said Béhar.
Fifty5Blue stated that it will continue to accelerate investment in hybrid measurement solutions that combine panel data with large-scale datasets, supported by its technology infrastructure and independent governance model. The company has also increased its focus on artificial intelligence to enhance how clients interact with its real-time proprietary data and to develop tools supporting the 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 of the Fifty5Blue brand includes a refreshed visual identity designed to reflect clarity, focus and confidence. The company said it will continue to serve advertisers, agencies, broadcasters and platforms worldwide, maintaining its role as a long-term measurement partner during industry change.
Existing products and businesses, including Ibope, TGI and TechEdge, will remain part of the portfolio and continue to evolve under the Fifty5Blue brand.
“Our clients and partners can expect the same trusted measurement, independence and commitment to helping them navigate change. What’s new is our impatience to innovate, deliver and scale faster for our clients, our partners and our teams. We are our clients’ window on what the world is watching,” Béhar concluded.
