The deal, which closed in August 2025, spun Kantar Media out from the broader Kantar analysis enterprise, the place it served as the corporate’s media measurement arm. As a part of the transaction, it was required to undertake a brand new model id inside two years.
Now as Fifty5Blue, established merchandise—together with Ibope, the first TV rankings forex in Latin America; TGI, its international client profiling and focusing on survey; and TechEdge, the software program platform used to investigate and visualize viewers information—will stay central to the portfolio.
World CEO Patrick Béhar mentioned the identify is meant to sign transparency and independence in an more and more complicated media panorama, with “55” carrying layered references to the corporate’s historical past and future ambitions.
“Blue is about readability,” Béhar informed ADWEEK. “In a world filled with noise and no scarcity of knowledge, we consider readability is the actual differentiator.”
The corporate employs roughly 4,500 folks globally, having retained its full workforce post-sale. It should stay headquartered in London.
From panels to intelligence
Lengthy identified for offering the viewers information that underpins billions of {dollars} in promoting transactions, Kantar Media now goals to broaden past conventional rankings into attribution and outcomes measurement.
That shift comes as synthetic intelligence reshapes media planning and measurement, creating alternatives to make use of each immediately noticed panel information and modeled information. As Fifty5Blue, the corporate goals to mix its legacy panels with large-scale first-party information to broaden what it might probably measure.
Béhar maintained that media forex nonetheless requires a basis in immediately noticed human conduct to keep away from bias and protect transparency, and that panels function a benchmark to reconcile information throughout streaming, social, and broadcast.
“You want a direct remark someplace,” he mentioned. “The panel is your safeguard and your life insurance coverage.”
However whereas AI is not going to substitute panel-based measurement, it’ll enhance effectivity and deepen the evaluation groups can do on that information, he added.
Funding and management modifications
Since its sale, Fifty5Blue has reshaped its management group, hiring Toni Petra from Nielsen as chief operations and know-how officer; Nicole Gileadi from Google as chief technique officer and managing director of North America; and former McKinsey executives to guide technique and transformation efforts.
