Kantar IBOPE Media
Kantar IBOPE Media (now Fifty5Blue), a Kantar subsidiary founded in 1942, provides cross-platform audience measurement, advertising intelligence, consumer targeting (TGI), and sports analytics on a subscription basis to enterprise broadcasters, advertisers, and media platforms across Latin America and Europe.
- Company typePrivate
- Founded1942
- HeadquartersSão Paulo, Brazil
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Kantar IBOPE Media does
Kantar IBOPE Media, now operating as Fifty5Blue following a 2025 rebrand, is a media measurement and audience analytics provider headquartered in São Paulo, Brazil, and a subsidiary of global data and analytics conglomerate Kantar. The company delivers cross-platform audience measurement, people-based viewer data, advertising intelligence, consumer targeting (via the Target Group Index / TGI suite), sports market analytics (SportScope), and cross-media campaign validation. Its platform combines proprietary panel data, data fusion, and unified measurement methodologies to give broadcasters, content producers, advertisers, and media platforms a consolidated view of fragmented multi-screen consumption. Founded in 1942 as IBOPE (Instituto Brasileiro de Opinião Pública e Estatística), the firm has decades of accumulated audience measurement heritage in Latin America, extended globally through the Kantar parent.
The business operates a B2B enterprise model, selling subscription-based measurement and analytics services on annual contracts with quote-based pricing to large media and brand customers. Named enterprise clients include BBC, RTVE (Spain), Sky Deutschland, Bancolombia, and Globosat (Brazil), with the company serving markets across Latin America, Spain, Germany, and Switzerland. Go-to-market is direct enterprise sales supported by case-study-led content marketing, with strategic implementation partners (e.g., TechEdge) and co-development partners (e.g., Media Hero for competitive intelligence). Revenue is generated from three primary streams: media measurement services, advertising intelligence, and sports analytics, all structured as recurring subscriptions.
Kantar IBOPE Media firmographics
Firmographics- Name
- Kantar IBOPE Media
- Legal name
- IBOPE
- Website
- https://kantaribopemedia.com
- Company type
- Private
- Founded year
- 1942
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Kantar IBOPE Media (now Fifty5Blue), a Kantar subsidiary founded in 1942, provides cross-platform audience measurement, advertising intelligence, consumer targeting (TGI), and sports analytics on a subscription basis to enterprise broadcasters, advertisers, and media platforms across Latin America and Europe.
- Ownership category
- akta.pro rank
Kantar IBOPE Media industry classification
Industry- Product category
- Media Measurement & Analytics
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM)
- akta.pro secondary industries
- Media & Audience Measurement Analytics (BPAHALAO), Social/Second-Screen & Cross-Media Attention Measurement (TV+Digital+Social) (MPABAOAL)
Keywords
Where Kantar IBOPE Media is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Kantar IBOPE Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Media Measurement Services: Subscription-based media measurement services providing audience data, ratings, and analytics to content producers, broadcasters, and advertisers
- Advertising Intelligence: Intelligence services tracking brand presence and advertising investment across media platforms
- Sports Analytics: Sports market analytics and research services for sports organizations and media companies
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise measurement services - custom pricing based on scope and coverage |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Kantar IBOPE Media product offering
Product offeringCore offering
Kantar IBOPE Media (now operating as Fifty5Blue) provides cross-platform audience measurement, people-based audience data, advertising intelligence, and consumer profiling services to content producers, advertisers, and media platforms. Its portfolio centers on unified cross-media measurement, the Target Group Index (TGI) consumer database, advertising investment tracking, and specialized sports market analytics.
Product overview
Kantar IBOPE Media, now operating as Fifty5Blue, offers a unified media measurement and analytics platform organized around four core solution areas: Audience Measurement & Insight (encompassing Person-Based Audience Data, Cross-Media Measurement, and Data Fusion), Consumer Targeting & Profiling (centered on the Target Group Index suite including TGI Data Connections and TGI Analysis Tools), Advertising Intelligence (providing unified brand presence and investment tracking), and Sports Market Analytics & Research (including SportScope and Sports & Media Intelligence). The company also offers the Campaign Audience Validation feature for cross-media campaign optimization. This is a multi-module platform approach where the core audience measurement services form the foundation, supplemented by specialized analytics tools and international measurement partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- Audience Measurement & Insight: Platform providing clarity to understand audiences and drive growth through unified media measurement.
- Consumer Targeting & Profiling
- Advertising Intelligence
- Sports Market Analytics & Research
- SportScope
- Target Group Index (TGI)
- Campaign Audience Validation
- Media Hero
Products and services
- Audience Measurement & Insight Multiplatform audience measurement solution providing visibility into consumer viewing journeys across screens, enabling media owners to optimize program performance.
- Target Group Index (TGI) Consumer profiling and targeting solution leveraging the Target Group Index database to provide clarity on consumer demographics, motivations, and behaviors for marketing optimization.
- Advertising Intelligence Unified view of brand presence and advertising investment across media channels, providing competitive intelligence for advertisers and media planners.
- Sports Market Analytics & Research Sports audience analytics solution helping businesses understand how fan passion drives measurable business results.
- SportScope Sports market research tool providing detailed audience analytics for sporting events and programming.
- Sports & Media Intelligence Comprehensive analytics service analyzing sports viewing patterns and media consumption behaviors.
- International Measurement Collaboration International measurement partnerships enabling cross-border audience measurement and ad effectiveness analysis.
Quantifiable outcome
- SPORTV audience doubled during Brazil national team games during World Cup when using real-time measurement
Companies that use Kantar IBOPE Media
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Kantar IBOPE Media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
Kantar IBOPE Media partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Media HerocorePartnership announced May 2026 to offer unprecedented Media and Competition Analysis solution in the market. Combined capabilities provide unique competitive intelligence offering.
- TechEdgeminorImplementation partner for Sky Deutschland integration. TechEdge provided practical mindset and enabled rapid integration and development of measurement solutions.
- BBCcoreBBC uses Fifty5Blue's multiplatform measurement for intelligent visibility across consumer viewing journey, enabling media owners to optimize program performance.
- BancolombiacoreBancolombia uses Campaign Audience Validation tool for cross-media campaign analysis, enabling learning and adjustments during execution to achieve desired results.
- GlobosatcoreGlobosat uses real-time ratings to react and modify programming in real-time during World Cup, resulting in doubled audience for SPORTV.
- RTVE SpaincoreRTVE partners for more reliable and deeper insights to improve ROI of regional content across regions and niche programming.
- Sky DeutschlandcoreSky Deutschland receives integrated viewer information for audience measurement, working with TechEdge for practical implementation.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Kantar IBOPE Media competitors and assessment
Company assessmentEmerging players
- Numerator: Consumer behavior and audience panel provider combining survey and purchase data; comparable to Fifty5Blue's TGI consumer targeting and profiling line for advertisers seeking first-party audience insights.
- Tubular Labs: Video audience measurement and content analytics platform focused on social video and digital platforms; adjacent competitor to Fifty5Blue's cross-media measurement stack for digital-first content producers and advertisers.
- VideoAmp: Digital-native cross-media measurement platform focused on CTV and advertising currency; targets many of the same broadcaster, agency, and advertiser buyers as Fifty5Blue, particularly in advanced-TV and streaming measurement.
- TVision: Attention and cross-screen measurement provider using passive panel data; competes in the same cross-media measurement category as Fifty5Blue, particularly for advertisers seeking attention-based metrics alongside traditional ratings.
- iSpot.tv: Real-time TV and streaming ad measurement and attention analytics provider; overlaps with Fifty5Blue's cross-media campaign validation and advertising intelligence offerings for advertisers and agencies.
Broad incumbents
- Ipsos: Global market research and audience insights firm with media measurement and audience analytics capabilities following the GfK integration; competes for enterprise audience measurement and consumer targeting engagements at the same multinational advertisers and broadcasters.
- Kantar (Media Division): Parent company of Kantar IBOPE Media / Fifty5Blue and a broader provider of brand, media, and consumer research; overlaps in audience measurement and advertising intelligence as part of a wider portfolio of analytics services.
Direct peers
- Comscore: Audience measurement and cross-platform analytics provider with strong digital, CTV, and advertising intelligence offerings; competes most directly with Fifty5Blue's Cross-Media Measurement and Advertising Intelligence products for global advertiser and platform RFPs.
- Nielsen: Global leader in TV and cross-media audience measurement, ratings, and advertising intelligence; directly competes with Kantar IBOPE Media / Fifty5Blue for broadcaster, advertiser, and platform measurement budgets across LatAm, Europe, and global accounts.
Regional players
- GfK (NIQ Media): Audience and consumer measurement provider now operating under NielsenIQ in select markets; overlaps with Fifty5Blue's consumer targeting (TGI) and audience measurement offerings, particularly in European geographies where Fifty5Blue also operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Kantar IBOPE Media social profiles
Digital presenceKantar IBOPE Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kantar IBOPE Media leadership team
Management profileNumber of profiles
Kantar IBOPE Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kantar IBOPE Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kantar IBOPE Media
What does Kantar IBOPE Media do?
Kantar IBOPE Media (now operating as Fifty5Blue) provides cross-platform audience measurement, people-based audience data, advertising intelligence, and consumer profiling services to content producers, advertisers, and media platforms. Its portfolio centers on unified cross-media measurement, the Target Group Index (TGI) consumer database, advertising investment tracking, and specialized sports market analytics.
Is Kantar IBOPE Media a public or private company?
Kantar IBOPE Media is a private company. It is classified as corporate owned and is currently operating.
When was Kantar IBOPE Media founded?
Kantar IBOPE Media was founded in 1942. It employs 1,001 to 5,000 people.
Where is Kantar IBOPE Media based?
Kantar IBOPE Media is headquartered in São Paulo, Brazil, in the Latin America region.
How does Kantar IBOPE Media make money?
Three revenue lines are on record. Media Measurement Services are the primary driver. The others are advertising Intelligence and sports Analytics.
Who are Kantar IBOPE Media's main competitors?
Emerging players on record are Numerator, Tubular Labs, VideoAmp, TVision and iSpot.tv. Broad incumbents are Ipsos and Kantar (Media Division). Direct peers are Comscore and Nielsen. GfK (NIQ Media) is listed as a regional player.
Does Kantar IBOPE Media have an API?
No public API is recorded for Kantar IBOPE Media.
What industry is Kantar IBOPE Media in?
Kantar IBOPE Media's product category is Media Measurement & Analytics. Its primary akta.pro industry code is MPAAALAM, Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights), with a secondary code of BPAHALAO, Media & Audience Measurement Analytics. Its NAICS code is 5418 and its SIC code is 7310.