Global consumer profiling and targeting survey powering media planning from insight to activation
TGI (Target Group Index) is Fifty5Blue’s consumer survey dataset — one of the largest single-source audience profiling studies in the world. Drawing from 700,000 consumers annually across global markets, with 25 billion available data points spanning thousands of brands and 1,200+ media vehicles, TGI is the go-to resource for agencies and advertisers who need to understand who their audiences are, what drives their behavior, and which media channels will reach them. Hundreds of media and marketing brands rely on TGI daily. Following Fifty5Blue’s spin-off from Kantar Group (H.I.G. Capital acquisition, August 2025), TGI continues to evolve within the Fifty5Blue portfolio.
Key Features
👥 Consumer Profiling & Segmentation
- Survey data from 700,000 consumers globally every year
- 25 billion available data points across brands, media vehicles, and attitude statements
- ~1,200 media vehicles measured in depth (offline and online) per typical TGI survey
- Build custom audience segments based on demographics, attitudes, behaviors, and media consumption
📊 Media Planning & Selection
- Identify the right media properties and media mix for campaigns
- Optimized cross-media planning and activation
- Understand which channels and platforms deliver the best reach against target audiences
- Drive impact across the full media value chain: insight → planning → activation
🎯 Digital Activation
- Combine TGI data with other datasets to build connected audiences
- Activate TGI segments digitally via partners like Ogury (using automated LLM-based audience matching)
- Seamless route from insight to activation — preserving TGI methodology depth while delivering targeting at scale
- Supports programmatic activation across channels
🔗 Flexible Data Access
- Access insights via API, server integration, or Fifty5Blue’s analytics software
- Combine TGI data with third-party datasets and first-party data
- Works alongside TechEdge analytics platform for planning and optimization
- Integrates with Campaign Audience Validation (CAV) for cross-media campaign measurement
Business Impact
- 700,000 consumers surveyed annually — one of the largest single-source consumer surveys globally
- 25 billion data points covering thousands of brands and 1,200+ media vehicles
- BBC uses TGI/TechEdge to analyze the entire UK marketplace, measuring value weekly and predicting forward for content investments
- Globosat doubled its audience during the World Cup using real-time TGI insights for programming decisions
- Bancolombia achieved in-flight campaign adjustments using TGI data via the Campaign Audience Validation tool
Enterprise Features
🏢 Global Coverage
- Multi-market consumer profiling with consistent methodology
- Country-level and global audience insights in one dataset
- Serves agencies, advertisers, broadcasters, and media owners worldwide
🔗 Integrations & Technical
- API access and server integration for automated data feeds
- Combine with TechEdge for audience analytics and planning
- Ogury partnership for digital activation of TGI segments
- Compatible with Campaign Audience Validation (CAV) for cross-media measurement
📈 Single-Source Methodology
- Directly observed consumer behavior (not modeled or inferred)
- Consistent methodology across markets for comparability
- AI investment reinforcing the importance of single-source, directly-observed datasets
Getting Started
📋 Implementation
- Enterprise licensing based on markets, data scope, and access method
- Integration with existing planning tools via API or server connections
- Training and onboarding for analytics software
💰 Investment Details
- Pricing: Enterprise — custom pricing based on markets, data modules, and delivery method
- No public pricing available; contact Fifty5Blue for a tailored quote
- Pricing depends on number of markets, data access method (API, software, server), and volume of usage
Perfect For
- Media planners who need to understand audiences deeply — demographics, attitudes, media habits — to select the right media mix
- Agencies managing multi-channel campaigns who need a single consumer dataset to plan across TV, digital, social, print, and OOH
- Marketing directors seeking data-driven audience segmentation to justify media investment decisions
- Broadcasters and media owners who need to demonstrate their audience value to advertisers using trusted, third-party consumer data
Why Choose TGI?
✅ Unmatched data depth: 25 billion data points across 1,200+ media vehicles — one of the most comprehensive single-source consumer surveys available ✅ Insight-to-activation pipeline: Go from audience profiling to digital targeting via Ogury and other activation partners ✅ Trusted by hundreds daily: Major brands, agencies, and broadcasters rely on TGI for daily planning decisions ✅ Global consistency: Same methodology across markets, enabling cross-border planning and audience comparison
Frequently Asked Questions
What is TGI? TGI (Target Group Index) is a large-scale consumer survey conducted by Fifty5Blue (formerly Kantar Media) that profiles consumer demographics, attitudes, brand usage, and media consumption across 1,200+ media vehicles globally.
How much does TGI cost? TGI pricing is enterprise-only and not publicly available. Costs depend on markets licensed, data access method (API, analytics software, server), and usage scope.
How is TGI different from GWI? Both are survey-based consumer profiling tools. TGI surveys 700,000 consumers annually with deep media vehicle measurement (1,200+ vehicles) and has been the planning standard in many markets for decades. GWI covers more countries with a broader digital-first approach. Many agencies use both depending on market and client needs.
Can TGI data be activated programmatically? Yes. Through partnerships like Ogury, TGI audience segments can be matched and activated digitally using LLM-based audience matching, creating a seamless insight-to-activation workflow.
Who owns TGI now? TGI is part of Fifty5Blue, which was spun off from Kantar Group and acquired by H.I.G. Capital for $1 billion in August 2025. It rebranded from Kantar Media to Fifty5Blue in February 2026.
User Reviews & Social Proof
“The new Barb data set enables the BBC to analyse the entire UK marketplace, including the full breadth of iPlayer usage. We measure the value on a weekly basis and predict forward as we plan for content investments.” — Rachel Shaw, BBC
“Campaign Audience Validation tool allowed us to analyse our cross-media campaigns effectively, enabling us to learn and make adjustments while in flight to reach our desired results.” — Marcela Aguirre, Media Team Manager, Bancolombia
“We always need to innovate, and our partnership with Kantar Media provides us with reliable and deeper insights to improve the ROI of our regional content.” — Ignacio Gómez, Head of Research, RTVE Spain
TGI vs Alternatives
TGI vs GWI
GWI is a digital-first global survey platform covering 50+ countries. TGI is deeper on media vehicle measurement (1,200+ vehicles) with a longer track record as the planning standard in many markets. GWI tends to be faster for digital audience insights; TGI is more comprehensive for cross-media planning.
TGI vs MRI-Simmons
MRI-Simmons is the dominant US consumer intelligence platform. TGI has broader international coverage. US agencies often use MRI-Simmons domestically and TGI for international planning. Both provide deep consumer profiling for media selection.
TGI vs Scarborough
Scarborough (Nielsen) specializes in US local market consumer profiling. TGI is global and covers more media vehicles. Scarborough is the go-to for local market insights; TGI for national and international planning.
TGI vs Comscore
Comscore is a measurement company (audience delivery, digital analytics, Proximic activation). TGI is a consumer survey (attitudes, behaviors, media consumption). Comscore tells you what happened; TGI tells you who the audience is and how to reach them.
Recent Updates (2025–2026)
- Mar 2026: Ogury announced partnership with TGI (Fifty5Blue) enabling automated digital activation of any custom TGI audience segment using LLM-based matching. (Source: https://www.linkedin.com/posts/ogury-ltd_tgi-from-fifty5blue-has-long-given-media-activity-7440026820273442816-JHgL)
- Feb 2026: Fifty5Blue officially rebranded from Kantar Media, with TGI remaining a central product in the portfolio. (Source: https://www.fifty5blue.com/news-and-resources/kantar-media-rebrands-as-fifty5blue)
- Aug 2025: H.I.G. Capital completed acquisition of Kantar Media (including TGI) for $1 billion. (Source: https://hig.com/news/h-i-g-capital-completes-acquisition-of-kantar-media/)
Explore More Media Planning Tools
- Halliard — Modern media planning platform with built-in cross-channel reach & frequency analysis
- TechEdge by Fifty5Blue — Audience analytics and planning toolkit from the same Fifty5Blue portfolio
- GWI — Global audience insights and consumer profiling platform
- MRI-Simmons — Consumer intelligence and audience research for US planning
- Scarborough — Local market consumer profiling (Nielsen)
- Comscore — Cross-platform measurement and Proximic activation