Kantar IBOPE Media

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.

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

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

• Media measurement services
• Audience measurement analytics
• Advertising intelligence
• Consumer targeting profiling
• Sports market analytics

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Media Measurement Services: Subscription-based media measurement services providing audience data, ratings, and analytics to content producers, broadcasters, and advertisers
2. Advertising Intelligence: Intelligence services tracking brand presence and advertising investment across media platforms
3. Sports Analytics: Sports market analytics and research services for sports organizations and media companies

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Media HerocoreStrategic or Co-development Partner · 26 May 2026Partnership announced May 2026 to offer unprecedented Media and Competition Analysis solution in the market. Combined capabilities provide unique competitive intelligence offering.
• TechEdgeminorImplementation/ SI/ Consulting PartnerImplementation partner for Sky Deutschland integration. TechEdge provided practical mindset and enabled rapid integration and development of measurement solutions.
• BBCcoreStrategic or Co-development PartnerBBC uses Fifty5Blue's multiplatform measurement for intelligent visibility across consumer viewing journey, enabling media owners to optimize program performance.
• BancolombiacoreStrategic or Co-development PartnerBancolombia uses Campaign Audience Validation tool for cross-media campaign analysis, enabling learning and adjustments during execution to achieve desired results.
• GlobosatcoreStrategic or Co-development PartnerGlobosat uses real-time ratings to react and modify programming in real-time during World Cup, resulting in doubled audience for SPORTV.
• RTVE SpaincoreStrategic or Co-development PartnerRTVE partners for more reliable and deeper insights to improve ROI of regional content across regions and niche programming.
• Sky DeutschlandcoreStrategic or Co-development PartnerSky Deutschland receives integrated viewer information for audience measurement, working with TechEdge for practical implementation.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging 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

• Xx.com/K_IBOPEMedia
• Facebookfacebook.com/KantarIBOPEMedia
• LinkedInlinkedin.com/company/kantaribopemedia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kantar IBOPE Media