Mumbai: Kantar Media has officially rebranded as Fifty5Blue, marking a strategic reset after its separation from Kantar Group and acquisition by private equity firm H.I.G. Capital in August 2025. The new brand signals the company’s transition into an independent global measurement and analytics player positioned to address the complexities of a fragmented, data-rich media landscape.
The company said Fifty5Blue will continue serving advertisers, agencies, media owners and social platforms with audience measurement and analytics solutions spanning content and advertising effectiveness. Established offerings such as Ibope, TGI and TechEdge will remain operational within the new brand architecture.
Explaining the rationale behind the rebrand, Global CEO Patrick Béhar said the move reflects both the company’s independent ownership and its sharpened focus on clarity in a crowded data environment.
“Today we step forward as Fifty5Blue with ambition,” Béhar said. “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.”
Over the past year, the business has undergone operational transformation under its new ownership, including investments in technology, strategic partnerships and workforce expansion. According to Béhar, independence has enabled faster decision-making and long-term investment planning while retaining the methodological rigour associated with the legacy Kantar Media business.
“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,” he said.
Looking ahead, Fifty5Blue said it will deepen investments in hybrid measurement approaches that combine panel-based research with large-scale datasets, supported by advanced technology and AI-driven tools. Béhar emphasised that the rise of AI increases the value of high-quality single-source datasets grounded in observed viewing behaviour.
“AI fundamentally reinforces the importance of our single-source datasets, which are based on direct observation of what real people watch,” he added.
Reassuring clients and partners amid the brand transition, Béhar said the core proposition remains unchanged. “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.”
