Global audience measurement provider Kantar Media has officially transitioned to its new corporate identity, Fifty5Blue, marking the final step in its separation from the Kantar Group. The rebranding follows the company’s acquisition by private equity firm H.I.G. Capital in August 2025, a deal estimated at $1 billion.
The new name, Fifty5Blue, was unveiled on February 25, 2026, signaling the organization’s emergence as a fully standalone entity across more than 80 countries.
According to the company, the rebrand is intended to emphasize its independence as a “neutral measurement currency” and its strategic pivot toward hybrid audience measurement that combines traditional panel data with large-scale big data.
Patrick Béhar, Global CEO of Fifty5Blue, described the identity shift as a response to an increasingly complex media landscape.
“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.”
The company assured clients that while the name has changed, core services and established brands within the portfolio—including Ibope, TGI, and TechEdge—will remain central to its operations. The transition also allows Fifty5Blue to inherit previous partnerships, such as those with TikTok and YouTube.
Béhar further emphasized that the structural change would accelerate the pace of innovation for the firm.
“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.”