Kantar Media rebrands as Fifty5Blue

Kantar Media has launched a new brand identity as Fifty5Blue following its separation from the Kantar Group and acquisition by H.I.G. Capital in August 2025. The rebrand reflects a strategic shift toward clarity and actionable insights for advertisers, agencies, media owners and social platforms.

Patrick Béhar, Global CEO, Fifty5Blue: "Today we step forward as Fifty5Blue with ambition. 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."

Investing in data, technology and AI

Over the past year, Fifty5Blue has transformed its operations under independent ownership, investing in people, technology and partnerships to accelerate hybrid audience measurement solutions. The company combines high-quality panels with the scale of big data, strengthened by AI tools that make real-time datasets easier to access and analyse across the advertising funnel.

Patrick Béhar: "AI fundamentally reinforces the importance of our single-source datasets, which are based on direct observation of what real people watch. We are embracing 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."

Refreshed identity and continued services

The Fifty5Blue launch is accompanied by a new visual identity emphasising clarity, focus and confidence. The business continues to serve global advertisers, agencies, broadcasters and platforms, maintaining established products and companies such as Ibope, TGI and TechEdge within the Fifty5Blue portfolio.

Patrick Béhar: "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."

www.fifty5blue.com

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