LONDON (Feb 26, 2026) — Global measurement giant Kantar Media has officially rebranded as Fifty5Blue. The identity shift follows the company’s strategic separation from the Kantar Group and its acquisition by H.I.G. Capital in August 2025.
A New Strategic Vision
The rebrand signals a shift toward radical clarity in an increasingly fragmented media landscape. Global CEO Patrick Béhar stated that the company’s mission is to “remove unnecessary complexity” for advertisers and broadcasters.
-
Core Focus: Helping clients make better investment decisions across content and advertising strategies.
-
Technological Pivot: Fifty5Blue is accelerating investment in AI-driven hybrid solutions that combine high-quality panels with large-scale “big data” granularity.
-
Proprietary Tools: The firm is launching a new generation of AI tools to interrogate real-time data across the full advertising funnel.
Consistency Amidst Change
Despite the new name and visual identity, Fifty5Blue assured partners that its foundational pillars remain intact:
-
Legacy Brands: Established products such as Ibope, TGI, and TechEdge will remain central to the portfolio.
-
Independence: The company emphasized its role as an independent, third-party measurement provider, free from the broader Kantar Group structure.
-
Big Data Integration: The business will continue to scale its “single-source” datasets based on direct observation of real-world viewing habits.
“We have embraced the freedom to move faster… we are our clients’ window on what the world is watching,” said Béhar, highlighting the “impatience to innovate” under new ownership.
