Kantar Media Rebrands as Fifty5Blue Post-PE Carve-Out from Kantar Group

Kantar Media has rebranded as Fifty5Blue following its $1 billion acquisition by private equity firm H.I.G. Capital after separating from Kantar Group. The deal, which closed in August 2025, marks a significant transition for the audience measurement firm as it spins out from Kantar Group’s broader research portfolio.

As part of the agreement necessitating a new brand identity within a two-year timeline, Fifty5Blue will retain several established products that include Ibope, the primary TV ratings currency in Latin America; TGI, its global consumer profiling and targeting survey; and TechEdge, the software platform utilized for audience data analysis and visualization. Global CEO Patrick Béhar explained that the new name signifies the company’s commitment to transparency and independence, particularly within the increasingly complex media landscape. He noted that “55” references both the company’s history and future ambitions, while “Blue is about clarity.” Béhar elaborated, stating, “In a world full of noise and no shortage of data, we believe clarity is the real differentiator.”

Post-sale, Fifty5Blue has maintained its global workforce of approximately 4,500 employees and will continue to be headquartered in London. The rebranding is not simply cosmetic; it aims to evolve the company’s offerings beyond traditional ratings into areas such as attribution and outcomes measurement. Béhar highlighted the growing role of artificial intelligence in reshaping media planning and measurement, indicating that Fifty5Blue plans to leverage both directly observed panel data and large-scale first-party data to enhance its measurement capabilities.

Béhar emphasized the importance of maintaining a foundation in directly observed human behavior to mitigate biases and ensure transparency in media currency, stating, “You need a direct observation somewhere. The panel is your safeguard and your life insurance.” He clarified that while AI will not eliminate the need for panel-based measurement, it will facilitate improved efficiency and deeper analyses of the data available.

Since the acquisition, Fifty5Blue has undergone significant leadership changes. The firm has appointed Toni Petra from Nielsen as chief operations and technology officer, and Nicole Gileadi from Google as chief strategy officer and managing director of North America. Additionally, former executives from McKinsey have been brought on board to lead strategic and transformation efforts within the company. Béhar mentioned that with the backing from private equity, Fifty5Blue is positioned to enhance its investment in technology infrastructure and cross-media measurement capabilities without the pressure of competing divisions for capital.

Béhar also addressed common perceptions surrounding private equity ownership, disputing the notion that it imposes short-term pressures. “I think there’s a bit of a myth that private equity is harsher, more difficult, and more short term,” he asserted. “We have embraced the freedom to move faster, sharpen our focus, and invest for the long-term.”

The rebranding and the strategic shifts at Fifty5Blue signal a transformative period for the firm, underscoring its intent to innovate in the audience measurement space while leveraging its extensive historical data and new technological advancements.